Modern SEO: A Multi-Disciplinary Approach to Discovery
Duane Forrester posits that while the fundamental principles of search engine optimization (SEO) remain crucial, the discipline itself has transcended its traditional singular focus. SEO is no longer confined to optimizing for a single search engine but has evolved into a multifaceted strategy for digital discovery, driven by the proliferation of new systems and interfaces where users seek information and products. This shift necessitates a broader understanding of how content is found across an ever-expanding digital landscape.
The benefits of this multi-disciplinary approach are significant. It enables businesses to achieve pervasive online visibility, reaching audiences through diverse channels such as voice assistants, social media platforms, app stores, and video streaming services, not just traditional web search. This adaptability helps future-proof marketing efforts against evolving user behaviors and technological advancements, fostering resilience and opening new avenues for engagement. Furthermore, a holistic view often improves overall user experience, ensuring content is accessible and relevant regardless of the discovery mechanism.
However, this expansion also introduces several risks and challenges. The increased complexity demands a wider array of specialized skills and tools, potentially straining resources for businesses. There's a risk of fragmentation if strategies aren't cohesively integrated across different platforms, leading to inconsistent branding or diluted impact. Keeping pace with the rapid evolution of discovery interfaces and algorithms requires continuous learning and adaptation, which can be a significant burden. Moreover, accurately measuring the return on investment (ROI) becomes more intricate as attribution spreads across numerous touchpoints.
Specific examples of this diversification include optimizing for voice search queries on devices like Alexa or Google Assistant, implementing App Store Optimization (ASO) for mobile applications, and tailoring content for organic visibility within social media platforms such as TikTok or YouTube. Local SEO, visual search, and product search within e-commerce giants like Amazon also represent distinct optimization domains, illustrating how SEO professionals must now master a broader spectrum of digital discovery channels to ensure comprehensive online presence.
(Source: https://www.searchenginejournal.com/seo-is-no-longer-a-single-discipline/564776/)
