SES Chicago: Optimized Site Vs. Search Friendly Site

Everyone wants both an optimized website and a search friendly website, but it seems that most sites lean either one way or the other. What comes first – optimization or search friendliness? In this video, Chris Boggs of Rosetta (formerly Brulant) explains how realizing that there is a difference between optimizing a site and making it search friendly is the main problem behind the misunderstanding of this topic.