Aaron wall opened today with a great post, “The Myth of a Perfectly Optimized Page” where he talks about temporary nature of most optimization and that long term, it is the creation of useful content that matters most.
My favorite quote from Aaron: “…the web is such a social medium that it requires understanding people far more than algorithms.” Bingo.
I’m banking on the notion that the future of successful optimization is focused on the creative, not the technical aspects search marketing. SEO in the early days had more to do with code manipulation than content. Today we have offline to online integration, social search, viral search marketing (link baiting), tagging, new media public relations and so forth.
What I like about Aaron’s post is that it’s not so much about page level optimization as it is about an overall strategy. Hopefully more companies can get that distinction as they look for talented SEO firms.