Although search touches several areas of business, many companies have difficulty integrating it into their overall marketing strategy. WebProNews spoke with Josh Palau of Razorfish, who shared some insight on how businesses can do this.

The primary issue is translating search into a language that is understandable to these other areas. For instance, when talking to a strategy person, explain how people search and shape content around it. Another example would be to stress the impact of search on design when talking with the creative department.

Additionally, make sure the client has a knowledge of search and how it works. Instead of focusing on specific areas such as keyword lists and optimization against targets, Palau suggests telling a story based on what the client is trying to achieve.