SEOs use strategies to help websites rank well in search. It's our job to make search engines happy. That used to be all that mattered. The game has changed and now our job is to not only make search engines happy, but also consumers and website visitors. That should have always been our jobs--creating strategies and content written for websites with keywords in mind--keywords that consumers use to find what it is they're looking for. When Google's webspam got smart with their updates is when SEO went from being SEO to transitioning into online marketing--search engine marketing.
Ladies and gentlemen, I've said this before, and I'll say it again. SEO is one part of the equation. We are all marketers. That is--SEO is part of marketing efforts catered to the consumer. Our job is to juggle consumers, business goals, and search engines. Good SEOs are more than just SEOs doing keyword research and link building. They are highly skilled individuals who are understand all three.
Online marketing is fluid ladies and gentlemen. Upcoming Penguin and Panda updates just remind us that we need to change and go with the flow--follow the consumer. In order to that, Google is reminding us to provide good quality content and be transparent with our efforts (penalizing ads that pass page rank, that are also misleading). Honestly, I can talk about this all day as they say. Instead, I'll just put it all in a dissertation. We can continue this conversation if you're so inclined. Shoot me an email at firstname.lastname@example.org or connect with me on Twitter