ABSTRACT
People interact with your content to gain knowledge, learn a specifi c task or technique, fi nd out more about you, read about your products or services, and decide whether or not they want to become a customer or part of your community. Search engines interpret your content and serve up pages in search results based on keyword use and a variety of other content-driven factors. Th erefore, creating content that meets the needs of a targeted group of customers (or future customers) and is optimized for search engine “crawlability” will help the right folks fi nd you and interact with your organization in a manner that, as long as you’re adding value, potentially benefi ts everyone.
