The latter points (about Google 'using your search history') has been around for sometime. This and the fact that Google alters what you see in the Search Results depending on where you are in the world (here providing more results from your apparent country as per your IP address) means that to some degree no one sees exactly the same first page results in any case, however, the latest changes may take it one step further than this.
But here I want to deal with one of the comments that I have heard from a few sources recently. The quote being that 'Search Engine Marketing is Dead', this being said as, as far as the proponents of this statement are concerned: "People will have details of the products and services they are interested in being sent to them directly, WITHOUT the need for them to search for them in the first place." If indeed this turns out to be true, then no one will use Google and the like to find things, but, there is one big flaw in their argument.
Let us examine the meaning of the phrase "People will have details of the products and services they are interested in being sent to them directly, WITHOUT the need for them to search for them in the first place." What does this mean? Well I think it means that today (yes even today) people make sure that information comes to them without the need to search. To do this people subscribe to Newsletters, RSS feeds, offers by email and Google Alerts to name but a few. In all these cases information is delivered directly to the recipient, so in that respect they are right, people do get info and news without the need for search.
Taking this one step further to include the Social Media arena, here too people get news and views on all sorts of things (perhaps too much at times) as those that they congregate with post this and that on the web. Again it is quite possible that they may well get to know about a fantastic new tumble dryer that irons the clothes as well and could then well go straight out and buy it, all without Searching for it at all.
But here lies the interesting point, as if people are to start talking about something, they have to know about it first. The 'news' has to start somewhere before it can be propagated. Now let us assume it is Twitter that is used to start the ball rolling. Now Twitter as we know has a very small message 'window' and so people use it to point to blogs or websites so that the message can be delivered in full. This of course means that there still has to be content on the web, content that will no doubt continue to be optimised until the last person stops using Google (please turn off the light) as no business will want to miss an opportunity.
We also have to consider exactly how the news 'leaks out' in the first place, how does the manufacturer tell all about his marvellous new machine? Of course for something as great as this the TV and radio will no doubt to be pleased to pass the message on, but for lesser products/services other means will be needed.
Twitter and the other Social Media sites will I'm sure be used here, but will they not also be using Online Press Releases and their website to promote it as well, so that people SEARCHING for things like this find them? If this is true then both the press releases and the websites must be optimised if they are to be easily found and that means in turn that SEO will be used (and that must include all the SEO tactics like building links will be put into place).
Lastly, if we are to assume that people let the news about this tumble dryer come to them (not searching for it in the first place), then you can be sure that when the time comes to buy it that they will seek reviews on the device and also for the best place they can buy it from. BOTH of these will mean, you guessed it, SEARCHING for these reviews and shops on the web.
Thus those wanting to make sure that their reviews or offers are seen by those searching WILL optimise their site in order that it gets the very best ranking possible.
We also need to come back to the point about users 'subscribing' to information sources. This too at least to a point will rely on good optimisation of the news source. For, to be found in the first place, people will more than likely have come across the site whilst they are using a search engine. OK some will be pointed to the blog etc via Social Media, but many will find sites using search, at least for some time to come.
So Search Engine Marketing is not dead (and is never likely to be either) in my opinion, but as with all things in life I am willing to discuss the matter and be proved wrong, I just wouldn't bet on it that's all.
More tomorrow!
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