It's important to know where SEO fits into the larger scheme of work going on at your company, writes Duane Forrester. It will determine whether you "Ra-Ra-Ra about SEO" or "quietly" work to weave the SEO strategy into other programs. Forrester suggests using data from PPC campaigns to help focus on keywords that convert into better query rankings or sales. That will give you some fodder for discovery.
Forrester writes that "while you're doing all this poking around and soul searching, take a long hard look at how you are stack ranking the work you ask others to do." Be realistic. Does the return on investment for the task at hand really outweigh other items in the queue? h