The headline “SEO is Dead” has a history of generating links since long before the term “linkbait” was invented. Mike Grehan’s recent proclamation “SEO Is Dead, Long Live, er, the Other SEO” takes this controversial statement and begins the process of placing it in the broader space of marketing. Mike provides sample result pages from Google’s Universal Search, primarily from the mass-market entertainment industry, showing search results that feature images, music, video and websites all on one page.

While his examples aren’t necessarily universally relevant to all marketers, the point is well taken: the web experience is again on the verge of a sea change. SERPs can now offer a wider range of media, filtered by personalized behavior histories. In an environment like this, success requires more than just the standard techniques of attaining good placement. Thus, the “Other” SEO, where the element of relevance becomes key — relevance to the consumer’s needs. In Grehan’s words,

What does it mean for SEO professionals moving forward? It means we’ve finally reached point where better marketing counts….

We’re now at the point where techniques that’ve worked in the past will continue to become less and less effective. As individual SERPs will differ from person to person [based on their past behaviors and current contexts], we’re offered an opportunity to further target the message to the audience. As advertising budgets begin to reflect the true measure of the web in today’s media choices, online marketers will face greater competition for keyword traffic. Combine these greater potential costs for generating traffic with average conversion rates still lagging at 2 to 3 percent, and the wake up calls from Grehan, Bryan Eisenberg, and others simply can’t be ignored.

So what will this “Other SEO” entail as we move forward? Greater reliance on developing relevant content, developing the message specifically to improve relevance toward key market segments. More comprehensive branding, in a wider array of online [and offline] media formats. And a technical ability to present all these forms of targeted messaging directly to the interested user.

All of which means SEO isn’t really dead. It’s just become born-again.