Search has pulled off something remarkable. Just when it should be growing more critical and valuable for clients, much of the industry has talked itself into the sidelines. At the heart of the debate is ownership. Who gets to shape what search becomes next? Who controls the budget? Who gets to explain what it means when search stops being a list of links and turns into a system that recommends answers, brands, and actions? The phrase “It’s just SEO” has been hugely damaging. It sounds measured and authoritative, the kind of thing a seasoned search professional might say to calm everyone down. But it isn’t strategy. It’s a meme that’s boxing in one of the biggest commercial openings the search industry has seen in years.
Why memes matter to search
Memetics isn’t a new concept. Richard Dawkins introduced the term in “The Selfish Gene” back in 1976, suggesting that ideas, behaviors, and expressions spread through culture in much the same way genes spread through populations. They copy themselves, change, and compete. The ones that last aren’t always the most accurate — they’re the easiest to pass on. Susan Blackmore expanded on this in “The Meme Machine,” claiming that humans are essentially meme machines: minds designed to imitate, share, and preserve cultural information. The ideas that win out aren’t necessarily the most truthful. They’re the most contagious.
Think about “Happy Birthday to You.” The tune is so simple you can remember it after hearing it once. The lyrics require no special knowledge. The social setting — a party, a cake, a group of people — gives everyone a clear script and a reason to join in…