Shaddows - 8:19 am on Jul 5, 2011 (gmt 0)

To a large extent, I agree. I'm surprised we haven't heard more of the "This is the end of SEO" mantra that gets repeated far too often.

But for the first time, SEO as a differentiated discipline is under threat. Real world marketing techniques have never been more transferrable into the online space. To get to the top, you cannot rely on Script Kiddie SEO. Either you have to be a pretty accomplished SEO (and with respect, that includes only a small fraction of regular posters in this forum), or you need to be well versed in traditional marketing, or you need to be niche. In fact, it's just like the real world.

For people who are not currently a big player in their competitive niche, you need to adapt or die. And adapting has NOTHING to do with conquering the current Google algo. It’s like being a market trader set up next to Walmart. Not a lot of point staying there- you will never get any business. Changing your signage, patter, goods for sale or anything else will not increase your trade. You need traffic that has no intention of shopping at Walmart.

That means selling stuff that Walmart doesn't. It means forgetting you're on the main road (Google) next to Walmart- none of that traffic is coming your way. Stop pitching up in the same location- move to the backroads. There's a lot less traffic there, but some of it will be interested in you. That's a metaphor for diversifying your traffic sources, but it's getting a bit strained so I'll leave it there.

The long and short of it is that the Wild West days are over. Panda is about bringing normal human behavioural patterns to Google. Since real world business is defined by human behaviour patterns, it should be no surprise there has been a closer alignment.

Just remember, more people are employed in small businesses than in the giant corporations. You can still make a living- but not by beating the big boys in a straight fight for unqualified volume traffic.