My latest AdAge column is about how search engine visibility is changing...
For the past 10 years, virtually everyone has become a believer in the power of search-engine marketing. We plow millions -- billions, even -- into paid search and optimized search (i.e. SEO), all with the intention of generating lots of traffic to our sites. But the search-engine landscape is shifting. Today consumers are far more likely to seek out and, what's more, trust what they read on other sites rather than anything we put out. The reasons are both technological and sociological.
