As a search professional, you have a unique opportunity to touch everyone who works on or has interest in a website. It is in your best interest to educate everyone so they can help you accomplish your search usability goals. Having access to many of the players such as writers, developers, marketers, and designers also makes you a prime candidate to infuse search usability into the website.
We are not suggesting that one search professional can change an entire corporate culture overnight. That would be a delusion. But you can have big impact. This chapter introduces you to the stakeholders in your site’s search visibility and what you need to know about each one’s perspective.