Search engine optimization (SEO) is often considered the territory of website developers and SEO specialists who shroud what they do in technical jargon and coding languages. Rarely does an average communication professional/content manager think about optimizing the organization’s website for search engines. That is, until the communication professional realizes the website in which they have invested a large amount of resources is not performing, as well as anticipated, in search engine results. The organization reacts by investing additional resources to hire an SEO specialist to optimize its website, often to mixed results. Frustration abounds.
