Doing the job properly – at the end of the day the whole industrial PR process – with or without search engines – is about getting genuine information to places where it can reach serious potential users/buyers. These are willing buyers – if they don’t buy then their business will not exist, but they must buy knowledgeably. Do that job right and it is worth doing from everybody’s perspective.
Search engines in their own way are only trying to facilitate the same process – so we are all working toward the same end – there is no need to try to manipulate the search engines – do the job properly and they will put an enquirer together with the information they are seeking. Although it does help to be able to think like a customer and to set up ones information and it’s distribution to fit that enquiry process i.e. understand the information that is important to a customer, how they may go about finding it, what form they may find it easiest to digest and how to make their life easy in progressing their enquiry. This is not “rocket science” but it does require a measure of knowledge, understanding, skill, experience, flexibility, balance and judgment – sound like any PR agency you know?