As Google gets better at providing more personalized results, the importance of Search Engine Optimization seems to decline, according to new media guru Jeff Jarvis.

SEO and Googlejuice (how far a website ranks in the search) might have been as important as a company's EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization) in the past, but that may not be the case today.  

"What does that mean to brands? The world gets confusing once more. But I think it means that true relevance becomes more important than SEO tricks," said Jarvis.

The relationships between brands and people may become more important than spending resources on optimizing the rankings of news stories.

"It also means that the more relationships you have with people -- the more they talk about you and link to you and click on you -- the better off you will be," Jarvis said.

Source: BuzzMachine

See Also:
How to maximize your site's visibility in Google's search rankings
Google News "Only so far you can go with algorithm"