Got this question after our AMA webcast on marketing careers t’other day and I’m reading it this way: Should all marketers be thinking about Search Engine Optimization (SEO) or should there be a specific individual in the organization who focuses on SEO?
My answer is, “Yes.” Now let me explain, since it doesn’t make any sense to answer an “either/or” question in the affirmative.
Marketers, especially in the communications and advertising realm, all need to think about SEO. The “comms” (PR, corporate communications, investor relations, etc.) should be thinking about it because most if not all the content they produce will probably live on the Web and should serve to drive convertible traffic to the relevant site. For this reason, said content ought to be optimized for search and fit the company’s overall SEO strategy.
Likewise, ad campaigns should have an SEO component in the sense that you should think about buying keywords you don’t already own if they are showing up in your TV, radio, or print spots. For example, I believe the folks at Sobe bought “Thriller” when they ran their Super Bowl ad, though my memory could be playing tricks on me.
At the same time, SEO has emerged as a discipline unto itself, meaning that people can get paid to focus entirely on that. Because this is a specialized and evolving field, every organization should at least hire an SEO consultant or contractor to help get their strategy right. In fact, it will even make sense for some larger organizations to hire a full-time SEO specialist.
In other words, “Yes, SEO is part of marketing AND a separate job.”