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 Crafting a site involves people with different focuses and skill sets. Allowing them to run free instead of working together is a recipe for disaster. SES Chicago returns, and WebProNews is on hand to bring you reports and videos from the Windy City. Enjoy our coverage this week. Editor's Note: Creating a website that will rank well organically calls for a balance of skillsets and plenty of communication between developers, designers, and SEO pros. Do you have any horror stories of marketers or designers stomping an optimized site into something normally found on the tenth page of search results? United we profit, divided we watch someone else come along and take all of our clients. Though wordier than the original quote, it summarizes what speakers at the SES Chicago session on SEO & Development: Get It Together! wanted to communicate. Geoff Karcher called for checks and balances in the process of site building. Designers, coders, and SEOs all have different areas of focus. Those efforts need to add up to one effective website. If the development and the optimization staffers clash, due to the disparate areas of focus, problems will ensue.
Sage Lewis said both sides tend to have points of view that are ready-made for colliding. Developers don't understand the value of what SEOs recommend. The SEOs frequently take an inflexible stance and an all or nothing attitude. It's not healthy. Communication will help. When teams operate in silos, as Colton Perry observed, lots of bad things tend to happen to a site's potential optimization. Developers put up barriers to optimization: • Text as images • Splash pages • Spider traps • Poor coding • Poor, vague, or No title tags • No sitemap • No image title tags The panel advised businesses to do some due diligence when looking for an outside SEO company to improve a site's rankings. They noted anyone can show you results as long as they handpick their clients. That makes it important for a company to find the SEO's clients and contact some of them directly, to find out how well the SEO performed for them. WebProNews Internet reporter/anchor Kara Ratliff contributed to this report.
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 By Jason Lee Miller
The keys to successfully creating content that really grabs social media users – think not just Digg and Del.icio.us but also forums – are commitment and creativity, or so says the Interactive Site Reviews panel at PubCon. "Be creative. Really open the box. Show people what you can do," says online marketing specialist Brent Csutoras. But before that, the panel – consisting also of SEOMoz's Rebecca Kelley, Stuntdubl's Todd Mailcoat, Rusty Brick's Tamar Weinberg, and Atlas Web Services' Michael Gray – agrees that marketers have to take the time to get to the communities they are marketing to. Read More...
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Indexing PDF files? Our featured post today comes from kapara, and they need your help with getting PDF's indexed by the search engines. Think you can help kapara out? Tell us your thoughts at WebProWorld. Subscribe to the WebProWorld Feed 
Someone advised me to put the PDF in an iframe within an html page, and add a div of 1 pixel with the text (or at least extract of the page? or even only keywords?) This means there will be links to html pages that include most of the data, and the surfer will see PDF. Can it work? Does Google allow it? Is there a better or simpler way?
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