• SEO Book, Wednesday, September 16, 2009 5:30 PM

Marketers can't automate all parts of a campaign, according to Aaron Wall. That's where "you have to be creating value where the algorithms cannot."

Google offers free research and keyword management tools to tap into semantic analysis to mine and group related words, but Wall doesn't think companies should rely solely on the Mountain View, Calif., company's services. It's important to explore other options because relying too heavily on Google could turn your business into a commodity. "One of the healthiest things a worker can do is explore something they know nothing about," he writes.

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