David is a regular contributor and author of SEO related Case Studies and White Papers.

Most recently, David wrote a piece about navigating the numerous SEO pitfalls of Oracle Commerce (ATG & Endeca).

The problem with waiting to implement SEO in this final, ‘look and feel’ stage is that the fundamentals of on-page SEO, including technical site architecture, URL structures and duplicate content prevention will all have been ignored. If you do not consider SEO at the very inception, the application you’ll take control of will fail many of the most basic acceptance criteria, before you even consider the more complex SEO requirements you simply must have for a sector leading enterprise SEO program. If SEO is not considered at the core of the project from the outset, it will be incredibly difficult to retrofit best practice SEO onto your application.

You can read the full piece here: SEO for Oracle Commerce.