Thanks for helping advance the conversation! -m

A critical frame for the topic is the fact that search engine optimization is just one tactic of the larger “inbound marketing” strategy covered in part in the bullet points at the end of this post.

Those tactics play an equally important role in where your organization falls within search results and some–such as integrating links to your posts in other posts and pages on your site–are much easier to implement than the keyword focus outlined above.

At my current job, I have reduced the number of printed reports to 1/6 of the customary print run; and we now send out a postcard pointing our constituents to the full report on our website. I am working on convincing the powers that be that we need not print the report at all in 2011 – but still send out postcards. Furthermore, I’m changing the concept from an “annual” report to a “director’s report.” That way, it really doesn’t have to be an annual publication. Instead it will come out when we actually have something meaningful to say, which could be more or less frequent than annually.