It's not the kind of topic or set of issues for which IT is normally responsible. Since it became unavoidable that every company have a solidly performing web site with deep content on products, support, company history, employment, investor information and other required data, every company is in the publishing business. And every company in publishing feels the impact of SEO, whether it goes through the process itself or not.
Avoiding SEO optimization lowers your own readership; going hog wild on it squeezes all the interest out of your content so only the spiders will read it.
There are no real benchmarks, no diagnostic tests, no objective measures of how well a web site handles SEO, especially compared to the kind of tools IT often uses to evaluate performance of the technology that makes up the platform underneath the content.
Without understanding SEO and its plusses and minuses, it's not possible to understand why your response rate is what it is and what role the content, rather than the coding, paid promotion and other issues, is having on how effective you are at actually getting an audience to pay attention to the information you'd like them to read.
Taking their needs into account and being courteous enough to make the content interesting for them may not be more effective rigorous SEO analysis, but at least you won't annoy them if you do get their attention.
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