The Death Of Search Marketing Expertise

Recently, I had dinner in Orlando with Bill and Ted (not their real names), some pretty successful digital agency owners. (By successful, I mean more than 50 employees and strong annual revenues.)
They’ve been friends of mine for a long time, so I assumed they’d be up for a little of the usual expert banter.
The first punch in the gut came when I casually explained about some PPC bidding methods we routinely use. My friends had no idea what I was talking about. Hyperventilating, I reminded myself they deliver SEO services, primarily.
So I told a story from the SEO world. As usual, it involved a chartered jet, a bottle of Scandinavian spirits, a spammer with a weird nickname and a senior Google evangelist who shall remain nameless. I was interrupted as I was just getting warmed up. The guys who run this SEO-first agency simply had not heard of the senior Googler — one of a handful of SEO

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