“I know a little SEO; we should be fine.”
No, you won’t.
I understand that quite a few folks learn the basics of on-site optimization. I understand that quite a few folks read SEO blogs, or read marketing blogs that talk about SEO in passing. I understand that quite a few folks learn a lot from the SEO expert who used to work at the company.
That is not the same as being a full-time SEO professional.
Knowing a little bit about SEO is a good way to be dangerous to your marketing department. Without thorough SEO knowledge, it is easy to do substantial damage to your Web rankings. Whether you’re optimizing for the wrong keywords, accidentally using some black hat techniques, or spending all your time on spammy link building, you’re doing more harm than good.
“SEO was already done to the old site; we won’t need that for the new one.”
Good point! SEO clearly adheres to the transitive property, so we’re good here. First of all, this isn’t even the transitive property, so you can throw that reference out. Second, huh?