Writing on the Econsultancy blog, tech reporter Patricio Robles said marketing teams should remember that when developing an SEO strategy, there are some things that are out of their control.
Instead, they should focus on what they can manage by making sure they keep their skills and knowledge of the SEO landscape up to date, since the world of SEO is constantly changing.
"Search engine algorithms are in a constant state of flux and the field of SEO is one of the most dynamic on the internet," Mr Robles explained.
He also urged marketing professionals not to confuse SEO with paid search marketing, such as pay per click (PPC) advertisements.
Mr Robles finished by pointing out that SEO should not just be centred on Google and companies should remember that consumers do use other search engines.
This advice was echoed recently in a blog post by the chief executive of SEOmoz, who said ignoring non-Google search engines is a common error among those new to SEO.