Have we turned the internet over to the mechanics? It’s beginning to look like it. As companies spend more of their online budgets trying to improve the search engine rankings of their websites, they’re spending less of those budgets on the sites themselves. The result? Rather than creating sites that help build the brand, that are unique and engaging, that offer simple one-click access to what consumers want most, the web is filling up with millions of “me-too” sites that look like every other site, that make it hard to figure out how to find what you’re looking for, and that offer little or no added value. SEO is important. But if you’re not careful, it can be like getting really good directions to a run-down hotel. The destination matters as much as the route. Is your site worth the trip?