Companies should take search marketing seriously, especially as it grows more entwined with social media, says Simon Heseltine, AOL's director of SEO. Some companies should keep their SEO in-house, while others are better off working with agencies; either way, though, it's important to find genuine experts to run your campaigns. "Don't rely on someone who says they know SEO because they simply know how to spell it," Heseltine says.

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