This question is a little bold, if not outright blasphemous for those who praise technological innovation in business. But when companies like Google continue to foreshadow more radical changes to the online marketing dynamic, it’s really a question worth asking.

Are lead generators prepared for a day when their properties compete purely on their expertise? Is the threat of online monopoly on information so great that you’d rather defy it instead? There are no easy answers to the question that the future now poses.

No harm in trying though.

The recent paper published by Google scientists seems to be one more nail to the coffin of the old SEO. Many loopholes used to previously game the system are rapidly declining. Instead of terms like backlinking, keyword density, and search algorithms, the new buzzwords are content quality, facts, and simply base knowledge.

This can be either a remarkable step for search engines or a scary new world for marketers and businesses in general. Granted, it might take a while before the paper’s proposed changes would actually take place.

So to repeat the question: Should you prepare for that future or defy it?

Prepare

Preparing for the future predicted in the paper means you’re going to really crash back down to the basics. No more looking for flaws in algorithms or raising your own content farms. The problem is that yours won’t be the only organization that’ll be sent packing in that direction.

So ask yourself, how prepared are you to really fight for prospects on raw knowledge alone? Can you really earn the rapport of your target audience knowing that there are plenty other companies, larger companies who have more information resources than you?

Are you prepared to accept the responsibility of only sharing factual information? If Google pulls through with their Knowledge-Based Trust, there will be consequences to spreading information that can be considered false. You’re going to need a lot of investment in finding facts plus stronger dabbling in journalism and research.

Defiance

If you’re going to challenge the upcoming rule of law, it’s likely you’ll be playing an even dirtier game from that point. Your biggest weapon would be that technology isn’t 100% flawless. Knowledge of those flaws is will logically give you the edge.

It could help you see exactly how the new Google paradigm judges information as ‘factual.’ It could even help your marketing efforts outside the online world of blogospheres and social media because you could now question the things that search engines don’t cover.

All of that, however, isn’t without a cost. When you start spending money to break Google’s codes, you end up wondering what you could’ve spent in its place. The same goes for all the publicity you’ll be maintaining because you’re one of ‘those companies’ who’ve decided that Googling something doesn’t give all the answers.