Channels and tools
Search engine optimization, almost always written SEO in the articles, is the work that makes a page findable when somebody searches for it.
It covers the words the content is written with, the structure of the site and the internal links, and it is judged on how often that page gets read rather than on the taste of whoever wrote it. The discipline is shifting: when the answer is written by an artificial intelligence, the fight for visibility becomes grounding, making sure your own company data is what the model builds its answer on.
An example
A retailer with ten stores finds that the searches that bring revenue carry a city name: the store listing, the opening hours and the local pages weigh more than the homepage, and the work starts there.
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