SEO is short for search engine optimization, and it’s the process of characterizing an item so that search engines can easily find and list it in search results (e.g. helping search engines better understand your content so they can determine where it should rank).
The better your SEO strategy, the higher your page will rank in searches on Google, Bing and other search engines.
SEO leads to more organic traffic, which results in a major return on your investment in content (that will continue to pay dividends over time). The goal should be to increase your "free" organic traffic share as high as possible—over any other sources, especially paid advertising—to beat out the competition.
This eBook details SEO-focused considerations and advice for the spectrum of marketing and communications functionalities—after all, as we’ll explain, teams that bring together areas of expertise across technical, digital and editorial specialties are the teams that truly win at the SEO game.
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