Just a few days ago, there was a really cool conference in Washington, DC - the PRSA International Conference.
One of the speakers, Lee Odden, gave a talk about SEO, and from the notes he wrote here, it looks like he covered all the bases.
He spoke about a few things that are often overlooked, or underemphasized, like the importance of establishing clear objectives, measuring the results afterwards, and reporting those results to the rest of the organization.
A lot of times those are the areas that clients don't really think about too much until we start to talk to them. Everybody knows that they want to be the first result when someone searches - but the key question is searches for what? The planning process is often the most important phase of the project.
Check out PRSA's website, and Lee's article.
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