Search Engine Optimization | Technology Key To SEO, Marketing Automation

A major aspect of internet marketing services is search engine optimization, but some marketers may not understand the role that the information technology department plays in the strategy or how they can be of greater help, says Bob Tripathi, writing for Search Engine Watch.

Tripathi cites a Forrester Research-approved method, which suggests marketing and IT departments work together by being more transparent, "embedding" members of each group in the other's section and developing a shared goal, among other tactics.

"In essence, don't wage this battle alone," Tripathi says. "Make IT an integral part of all future SEO projects."

Marketing automation may help with this effort. In a separate article, Steve Beatty writes for the news source that even the most seasoned SEO professionals need a little help doing their job. Software as a Solution systems can assist marketers as they try to keep track of all the keywords and pages involved in a SEO campaign.

The best option for SEO tools will be those that offer visibility in terms that people outside the department will be able to understand, that come with training and vendor support and can be adapted to work with existing or expanded platforms, the news source advises.