Reports of the demise of search engine optimization (SEO) have been greatly exaggerated, according to Chris Boggs, writing at Search Engine Watch.

Boggs writes that, despite the rise of cookie-based personalization, it still takes a certain amount of luck to create a wildly successful search engine optimization (SEO) campaign. The best, says Boggs, occupy a less-traveled SEO niche, with few sites or marketers working to increase their profile in a given area. Personalized SEO is important, according to Boggs, but organic search is still fertile ground.

The central component, however, to a successful search engine optimization (SEO) campaign, is the depth of consumer knowledge that the SEO practitioner uses in its design. Optimized content, says Boggs, is that which is carefully aimed at the specific interests of a targeted public, rather than simple word matches.

Personalized search – using the tracking cookies that are nearly universal to websites since the early part of the decade – is still on the rise, enabling the collection of extensive behavioral data on potential web consumers, despite widespread privacy concerns.