The web is shrinking, says Ben Elowitz. Strip out the growth of Facebook and the rest of the web, the "searchable web", shrank by 9% in the 12 months to March 2011.
This is game-changing for publishers, possibly the emergence of a whole new strategy cycle. If all you're doing is optimising pages of content for Google, well...
(1) you're part of a zero-sum game in which every publisher in your category uses the same publicly-available data to chase the same audience as they search on the same keywords;
(2) the stuff you write for Google isn't all that appealing to people so you'll get them through the door and watch them bounce out after they've seen one page; and
(3) that pie you're fighting for a share of is shrinking anyway (hee hee, mixed metaphors are funny).