• ZDNet, Friday, September 24, 2010 12:05 PM

Stephen Chapman believes C-Level execs don't understand SEO. Many get hung up on the idea that ranking for a particular keyword holds no value for their company. While generating leads and conversions through rankings isn't necessarily the responsibility of your SEO guru, there are many SEO agencies who feel it should be. Chapman agrees. He also thinks execs must let go of the keywords they think should rank high and discover the ones customers actually relate to.

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