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In a Search Engine Watch post criticizing super-marketer Seth Godin’s post on search engine optimization guru Danny Sullivan points out that “SEO is the search world’s equivalent to public relations.”
“You can have all the great content you want,” Sullivan says. “Neglect some basic things to make your site search engine friendly, and you aren’t getting in. It’s like saying that you need never reach out to the press, they’ll just somehow magically discover you’ve launched a new product, done something interesting. Search engines are better at discover, but outreach still helps — SEO is that type of outreach.