About This Series
The online channel should be planned, designed, and marketed by businesspeopleand built by the IT staff. (See "Is Your IT Staff Giving You the Business?") For this strategy to work, businesspeople and IT professionals must understand each other's needs. This eleven-part series is a step toward that goal. As a business professional, I hope to help the IT professional meet the challenges of e-marketing.
This third installment in the series deals with search engine optimization (SEO). The mysterious workings of SEO are often entirely left to the IT staff by the business staff. That can be a mistake for both groups.