Aaron Wall from SEOBook doesn't mince words in his recent post about selling SEO (Search Engine Optimization) consulting services. In fact, he launches the post by telling you that most traditional SEO consulting sucks. There's lots more contained in this post than a rant against consultants, especially because Aaron still takes the occasional SEO project himself. So, what is there to learn? Wall says:

• It's easier to rebuild with a new brand from scratch than try to save a poorly ranked site.
• The best SEO techniques will actually be more based on content strategies and community management. (This was a surprising comment to me).
• SEO will go in-house at companies that understand the value of SEO.

There's lots more to consider in the article, and it raises lots of questions on how SEO fits into your larger digital marketing and media strategies. I highly recommend reading the full article here, and then asking yourself what your plans are around search and how it relates to your larger marketing strategy. As my colleagues within CrossTech Partners are discovering, there's much more to a web strategy than simply ensuring that people will find you while searching Google.

What has your experience been around search? If you want to talk more about it, please send mail to [email protected] .