Every company has a unique structure and it is important that all the different channels/departments communicate with each other about the overall appearance of their website in search engines. Make sure your SEO team is integrated with each department.
Every affiliate that that signs up through an affiliate program usually has a link from their website to the website they are referring traffic too. These links from all the smaller affiliates affect the rankings of your website, for good and bad:
Good — The more links that point to a website from other websites the higher you will rank in search engines.
Bad — Google penalizes websites for paying for links in order to increase website rankings. Affiliate links are often, but not always, detected as “paid” links. It’s important to put a “no-follow” on all links coming from affiliates, especially if you have a lot of them.
The PR department is always doing community outreach programs, charities etc. These types of programs are usually picked up by local and sometimes national news providers. As a side benefit to the awesome branding provided to your business, the news sources will usually link to your website from their homepage or blog. That link from a high authority source increases your rankings in search engines.
Every post on Facebook, Google Plus, Twitter, community forums or whatever social media outlet your industry participates in, provides a constant source of traffic and links to your website. Industry leaders in your niche are on these platforms and you can leverage them to become the thought leader in your space. Once you are established as the thought leader then other people will reference your studies, blog posts or other materials with links that increase your search engine rankings.
Your IT and development team is in the nitty-gritty of the website code. Every change they make can and will affect the way your website appears in search engines. They build sitemaps that help search engines navigate your website for better indexing, make sure your website loads at optimal speeds, and ensures that the website stays live, to name a few. There are over 200 technical signals that IT has to be aware of that affect the rankings of your website. Here is another post that speaks to those signals: http://www.entrepreneur.com/article/226884. If these 200 technical signals are taken into account it will be the difference in your “free” natural search sales being good, to great!