Rich Barton:

Branding is back, folks. Geeky grandson of Draper is here. If you’ve been living unhealthily off SEO and are feeling the pinch, go hit the gym. Start building new muscles. Your arms are skinny from disuse. Performance marketing. Social media marketing. PR. Branding. Look at your unaided awareness numbers. If you don’t know what that means, go figure it out. Start bulking up. Oh, and you’ll probably need money, too. Good luck.

z-estimate was brilliant PR, despite its lack of substance in many cases. However, Zillow has also embraced seo tactics.