“Why Media Buyers Must Understand SEO” by Tessa Wegert over at ClickZ addresses how blogs and viral marketing are effective linking tactics and therefore important for search marketing.
Increasingly, I am seeing the creative aspect of search marketing growing in importance. SEO grew out of IT because so many technical issues existed causing sites not to rank well. Now search engines are better at indexing a wider array of file formats and more sophisticaed urls. Off page factors such as links are just as or more important as technical SEO.
Viral marketing and link bait are pretty much the same thing and it’s the creative side of search marketing that will generate the most value as the industry matures. Great content is the best linking strategy whether that content exists on your site or somewhere else and links back to you.
Interactive marketers can better serve their clients by understanding the SEO effect their marketing efforts will have and incorporate SEO knowledge within interactive campaigns to better leverage search referred traffic.