The Complicated World of SEO, Part 2

After reading my last post, you still ask “How is technical knowledge of SEO relevant to me as a marketer? Aren’t things like CAN-SPAM, email best practices, and everything else we need to more important?”

Well, face the music, slick. It is important to hone up on at least some of the inner workings of SEO, if not some of the hardcore how-tos. And here’s why: it impacts all kinds of aspects of our online marketing programs. This MediaPost article summarizes some of the technical-side Google-related issues that impact our meat-and-potatoes marketing plans (the Google Webmaster Central Blog goes into far more elaborate detail).

Are you proposing a Flash-heavy site to a client for that big product launch, or lacing your new magazine site with Flash? Well, can you also tell your client or boss how friendly Flash is to search engines, recite whether or not Google can index non-textual Flash content, and explain how it is that a search enginge can index content in a Flash file? I hope so.

The same concept applies to other issues like ensuring you have a backend that spits out search-friendly URLs vs. finding a balance between dynamic URLs and rewrites. And you need to of course give heavy weight to Google, yet also factor in other search engines that play a role in your site’s existence. As today’s marketer, you need to be fluent in some of this language.

If not, it may be hard to save a great idea from getting shot down.


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