I seem to be in the middle of these turf wars a lot. This is an excellent article on why companies don’t do natural search marketing: it’s too thorny.

Is there such a thing as a friendly IT department? I want your comments…

http://www.enquiro.com/net-profit/The-Real-Cost-of-SEO.asp

Requirement Two: A Friendly IT Department

Next step, visit the IT department, who has technical ownership of the website, and begin with the question, “How come we don’t rank on the search engines? What’s wrong with our site?” You want to create a sworn IT enemy for life? This is the way to do it. And if this doesn’t work, follow up with the comment, “If you guys can’t do it, we’ll have to find someone who can.” This is generally where my company comes in, right in the middle of a vicious turf war between marketing and IT.

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