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If you have an online company IMO you should apply AIM 80-20 rule of online marketing.
Invest 80% of your time on visitor experience, business building, people management, budgeting, business model risk management, infrastructure improvement, .....etc
Invest 20% of the time on search engine marketing (google guidelines): Why?
Waiting for your opinion?
It can be quite difficult for the smaller web business, where there are just a few people wearing many hats, to have enough objectivity about their "baby". Very easy to read this or that bit of information and just assume "that couldn't apply to our site". This is true in both the 80% core area and the 20% SEO area. How many people just recently woke up to the fact that Google considers them a "thin affiliate" for instance? Ot that their fancy and beautiful interface was causing users to Back-Button out.
How many people spend NO time looking at their server log analysis, or even understand the assumptions that are built into the reports that they do look at? I find that some jolt is often needed to break us out of our routines ways of spending the 80% (especially).
In my main site, probably for me its 95:5; doesn't mean it would work for everyone.
Depending on the kind of site (corporate, short term, event specific, portal, news and features, directory, MFA, sale-oriented et al) that can go any way I suppose.
This is since big daddy by the way, before that I used to spend more than 80% of my time creating content, and enjoyed it...
If you wanted to broaden that out to include all marketing efforts, then I might tend to agree, but there are lots of ways to skin a cat and IMO this still wouldn't approach the level of being a rule.
How do we change their strategy?
Now the biggest problem is wait. It is just like the real world, you being saint and gaining success and you not being bad and gaining success are two different things. Later works and former doesn't in short term.
Google with people like Matt is in touch with a lot of webmasters. I think this interface is helping them improve Google. Out of this 20% of the time we can surely read Matt's blog and add our opinion to it.