SEO is not a Marketing expense it's an Operational Expense
Any business that leverages their online presence to grow their business must pay attention to search. If you don't think so than you're probably not going to be in business very long or you're not meeting or exceeding your potential, or your business doesn't need the internet to be successful. The space on search result pages is becoming more and more competitive. Being in front of customers during their searching process is critical. Because of this it's not a marketing expense, it's an operational expense. Here's an example: I want to purchase the an inspirational book from Compendium Inc. But I've procrastinated, and I need to find a store location. I would search..."Where can I buy Compendium products" From an analytics stand point we know that people are making this search. If we create a store locator on the site, optimize the page, we can then help searchers like myself find the product I'm looking for locally. That saves from people calling customer service which is an operational expense. By optimizing this page for search results it helps the customer and saves the business money and time. It's a way of doing business. If you put a press release out then the press release should have appropriate links. Blogs or news should be tagged, distributed through blog aggregators, social media outlets, and should have anchor text linked to the appropriate locations. New content should have proper URLs, HTML tags, and be inter and cross linked. This is a standard of operation for any business wanting to succeed in the online space. It's not an option it's the protocol, otherwise don't bother with your website. You wouldn't try to maintain a garden and never give it water. It's the same thing. If you you create content, give it legs, and help it grow, at least sprinkle some SEO on it. Case in point...this picture I pirated from 123RF.com Royalty Free Stock Photos is like istock, shutterstock, getty, etc.... I google image searched "seo water" to find a picture that complimented my analogy of watering your garden. Because 123RF used proper naming conventions that are SEO friendly I came to their site. I've actually never heard of this site. Now they're on the radar. Now I have to pay to remove the "watermark." I didn't :) But you get the point. Naming this picture correctly allowed google to index it and allowed me to find it. I feel that if you're creating content meant to be used, then following SEO protocol is operational, otherwise you would just write it and not make it public...what's the pont? You may think to yourself, well I could do this, or my intern could do this type of work. EXACTLY!!! But you have to know how to do it, and do it effectively. At the very minimum every business should have a local SEO consultant, or strategist to make sure content on the companies website, or content that is being created and distributed is optimized and standards of practice are being met. If not in house, then have a consultant like Bonsai Media Group be a resource to your team.