I am constantly asked by clients, colleagues, and other industry professionals about SEO and even more so about the importance of SEO expertise in the future of online marketing campaigns. My answer always reflects the ideals of track back links, referral websites, and genuine content as the best way to win the organic search game. When it comes down to it, you either produce compelling, relevant content or you don't. If you don't you better have the cash to make up the difference.
In pursuing the LinkedIn forums for insight into what questions are being asked in the interactive marketing industry, I found this answer from an SEO professional that sums up my responses. I thought it was well said..
"I'm a SEO too. But the truth about SEO is that it's days are counted.
The latest development in search engine technologies will cause many of SEO-pimped websites go down in SERPs ... and this will probably happen very soon.
All you need are true, honest backlinks to the pages you would like to be ranked high.
The best SEO these days is simply to be interesting and useful to web users, editors and bloggers. The best longterm thing you can do about this is hire someone who can write and produce great content, who understands the blogosphere.
He/she will come up with a program for your company or for your brand that will produce a lot of back links and traction.
So you actually don't need a programmer but someone who knows a lot about the web atmosphere, web sponsorships, contextual advertising, is a good writer and has a background in marketing or pr.
These people are scarce these days. And very wanted."