byRob Garner,viaMediaPost – news and directories for media, marketing and online advertising professionals

One of the main issues I encounter in search is how to balance approaches with other areas of the online marketing swarm, namely content development, public relations, social media and networks, and Web development. Each has its own critical importance to natural search performance, and depending on who is in charge, search can eitherenhance each respective discipline, or it could also comeat the expense of that discipline. The best option is to balance all considerations in such a way that everyone wins. And the good news is thatit can be done.

It’s worth stepping back and assessing whether or not SEO strategy iscomplementing the overall strategy, orrunning over it. A sustainable search program shouldn’t have to come at the expense of any other discipline to provide incredible benefits to businesses and marketers, and the ideal output is an experience that considers the findability of content across all disciplines, in addition to meeting the search demands of those who are trying to find something.

But overzealousness on any side can create a mess. Slopping in SEO purely for search gain sucks, particularly when it comes at the expense of forming intelligible copy, usable aesthetics, and talking like a real person (not a robot). In the same way, developing a site purely in Flash, conducting public relations efforts without understanding digital media or search strategies, and talking metaphorically all the time can create the same kind of disconnect with your audience.

Continues @ http://www.mediapost.com

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