There are some in the industry that say with the increase in personalized search search engine optimization (SEO) as we know it will be dead. But, WebProNews’ Peter Da Vanzo says that’s not going to happen.

Da Vanzo says the death of search engine optimization has been predicted since the mid 90s, yet almost 15 years later websites still need to optimize.

As long as there are free search engines, says Da Vanzo, there will be a need for search engine optimization (SEO), but it is true that the way in which it is implemented is likely to change.

"Will the bar get raised? Will SEO become more difficult? Of course," says Da Vanzo. "But a raised bar works two ways. If you can reach it, there’s a new barrier between you and those who follow you. That gives you some level of defensibility."

In the future it is more likely that websites will need to take a more holistic approach and aim to sell something to an audience.

JP Morgan predicts that search will increase by 24 percent in 2009, making search engine optimization (SEO) all the more important.