1. look at SEO beyond just keywords, think of it from a holistic perspective. The interview makes a good case why the whole organization has to be on board with SEO for the strategy to be most effective.

2. It’s not about the number of websites that link to you its the quality of the link that counts. It’s better to have a handful of highly targeted links than a bunch of irrelevant ones.

3. SEO is always evolving. I heard Tony say the term “twitter” quite often. A few years back that term was unheard of in the SEO word, more people focused on links and being the top keyword result on google. I suppose now with the popularity of social networks, tools like twitter, linkedin, ning, facebook helps build a community around your company. Also adding value added comments on other people’s blogs in your niche is also important to build your reputation and high quality links.

thanks for the great lesson!