A friend of mine was researching some prosumer camera gear and said something about the process that made my ears prick up: it was impossible to search for.
The problem, it turned out, wasn’t a lack of information about this particular area.
It was the opposite – there was too much information… stats, numbers, standards, graphs, reviews.
My friend had such a specific application that he couldn’t reconcile all the volumes of information and conflicting advice relative to his particular situation.
What he started off looking for was information, but what he realised he needed was a person.
He needed to ask someone who had experience who could advise on all the subtleties of this niche of niche area (and would have paid a premium for the privilege).
Because SEO and PPC are now relatively in maturity, there is now ever increasing competition and a diminishing return to providing a quick answer to someone’s google search.
In this climate, the future is being handed to the Ungooglable – to the artists who have mastered niche of niches that are so complex that overwhelmed consumers simply have no choice but to come to you.