I read Tom Foremski's post, "
Search is the same. If all you do is write the story, it might work. But if you take the time to think about what you're doing, and try as hard to appeal to the search engines as your PR person works the media, you'll do better. Understand, you don't swing in totally the opposite direction either, where you obsess about the search engine and forget about your real audience (just as you don't try to please media folks but have no real story their audience wants to read). To me, any business that has a Web site ought to spend some time understanding organic search marketing. Yes, it's work, but it's less work than most other forms of marketing and it really pays off. Think of it as public relations for your Web site.
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Organic Search Marketing - Too Much Work?
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