The idea of being able to ‘optimize content’ in order to gain more favorable placement in search results and ‘organic’ or natural traffic. At a basic level, it means making your content easy for a search engine to find and index – create useful content; appropriate titles, headlines and sub-heads; description tags; outgoing links. Search engine algorithms and ranking factors are always changing, there are lots of misconceptions, and there is NO way to guarantee result placement – but well-structured and described content can help.