Relevance Plagues SEO Pros

December 25, 2012

The future of search through SEO sunglasses has been revealed, we learn in “Online Business Expert Predicts Next Search Engine Change Will Be Equivalency Score” at PRWeb. The press release recounts a recent interview with Steve Fitzpatrick from in which the online business consultant explains what he believes will be the next big challenge for players in the search engine optimization game. The press release states:

“Mr. Fitzpatrick revealed [that] since 2010, Google Trends shows that search engine optimisation interest has flat-lined, reaching saturation point.”

That’s great news, at least for those of us concerned with relevancy. Finally! However, for those who make a living or build their businesses by gaming search engine results, this turn of events could spell trouble. The write-up quotes Fitzpatrick:

“Now most commercial business interests are heavily contested in the organic search results, with very little separating the top competitors for the number one spot. . . . This means that if the top four commercial search results are equivalent in nature, Google will show them in a different random order each time the results appear. So no one business will have a monopoly at position number one. A change like this will provide challenges to business and SEO professionals who are ill equipped to deal with them.”

Fitzpatrick’s advice, naturally, is to turn to his company for help navigating these choppy waters. To which I submit this caveat—businesses who have focused on supplying honestly helpful information, rather than on gaming the search engine, never entered those waters in the first place. Google is constantly revising their algorithm to better serve good information to its users. Isn’t it time to realize that the entire SEO field is destined for obsolescence?

Cynthia Murrell, December 25, 2012

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