Lee Odden recently interviewed Gord Hotchkiss, and the interview covered some interesting ground. In particular, Gord talked about how Google's moves towards personalization are going to affect SEO in the future. In response to Lee's question: "Will this finally force SEOs to focus on optimizing for users?", Gord said:

Yes, as I mentioned above. And that?s why it?s healthy. There?s still a world of value SEO?s can add by optimizing for users, and helping marketers understand how online viral linking can happen and, when it does, make sure that it?s happening in a way conducive to being recognized by search engines. This makes SEO more complex, not less so, and as Danny Sullivan has said on a number of occasions, complexity is great job security. If you went to 100 sites at random, I would say 99 of them are not doing SEO right, or at least, not getting full value from it. And that includes a number of companies with in-house SEO staff. This is no knock on in-house SEO, it just means we all have to up our game, both in-house and external agencies.

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