Is organic search optimization on life support? What can we do to revive it?

I have attended the Search Engine Strategies conference many times in multiple cities over the past few years. I have enjoyed attending and think the team at the SES put on a good show. Unlike Jason "I don't reply to emails except to be rude" Calacnis, I don't think search engine optimization is dead (nor do I think it will die anytime soon), but I think it's needing a jolt of new life to revive and move it ahead.

Walking around the expo hall is the same every time. Half of the companies are pushing the same things today that they pushed a year ago, and some even two years ago (and more!). A good percentage of the companies are doing the same thing and many are using other company APIs for their business models. Lastly, most of the presentations and panels are the same. How many times can we listen to a discussion on linkbaiting that does not include anything new? And how disappointing is it to hear about gaming Digg. Eventually customers will wise up to firms that are using social media sites incorrectly to get traffic.

With Google buying DoubleClick this week for $3.1 billion, does this mean that their basic search product is no longer the most important piece in their portfolio? I have heard and reported on many new pieces of technology that Google has produced over the last year. Besides their addition of Google Checkout images, have their been any changes to the search tool?

Is the gaming of the social sites something that SEO firms are advocating because there is no more room left for regular search movement? I have seen many posts on other blogs and SEO sites that really make me wonder. Side note... I do find it interesting and amazing how many take the panel speakers as if they are doing everything legit just because they are on a panel.

So will we see Search Engine Strategies conferences in say 2009 (I am guessing 2008 is already booked). If so, what will they look like? Will the social media sites be the main attractions moving forward? What happens when these no longer generate the traffic they do today because of the seo gaming?

I do a fair bit of organic optimization for my clients and they have seen lots of success but it is becoming more and more difficult as everyone becomes optimized. I look forward to the next generation of search... whether it is from Google or another new player. I also look forward to learning the new techniques that will be needed to get my sites (and my client's sites) to the top.