ROI on Optimization Isn’t Just for Marketing. There are more departments that publish online content, but it’s a good example of the opportunity that companies have to make it easier, more efficient and effective for intended audiences to discover and engage with a company’s content. If Marketing can show a ROI based on content optimization that attracts website traffic and converts visitors into sales, then so can optimizing other types of business content with a specific purpose. For example, optimizing news content for discovery by journalists, bloggers and analysts who are doing research.

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When most people think of SEO for a company, it’s usually for a marketing purpose. That makes sense since SEO is such a low-cost, high impact and measurable method of attracting new customers and revenue. However, I think looking at SEO and optimizing of social media solely as a marketing function is like looking only at the eyeball of your favorite portait. Take a step back and you’ll see a bigger, more interesting picture.

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