Cathi Kent fro BizCradle (a KMM Blog) writes about Web Market and SEO.  Now that SEO/SEM is more mainstream everyone wants to do it (and get "free traffic").

Meanwhile, SEO has evolved and is not longer just about tweaking metadata to get better ranking, or getting more links with relevent anchor text, or making sure your site is accessible to search engine crawlers, or even running the right PPC ads and measuring them.

In my mind, SEO has become an extension of marketing  - it’s one with your marketing and one with  your analytics.  You need to consider all those things as part of your job (or something you hire a team to do for you).  You also need to think about Optimized Press Releases and Blogs as a form of marketing to integrate with SEO/SEM (and the RSS Feeds - Podcasts)…all of it is now "SEO".

BTW, I’ve used most or all of the tools out there for SEO/SEM including WebCEO (I don’t use it much these days - I’m  more interested in "Who" (AdLabs, AdCenter) is coming to my clients’ sites and what they want (and if they’re finding what they want) than what Wordtracker or WebCeo’s keyword research tells me (which does not really do much for anyone, by it self).