Email and search are the top two activities people do online everyday. (Pew Research 2017) Just examine your own habits. When you want to know something, you Google it.
According to 2017 figures Google now has 70% of the search market, so it pays to have your content show up in a Google search for keywords relevant for your business. That means that every piece of content, written or visual, must be optimized for search engines and Google in particular.
Unfortunately this is not a simple task. Google is constantly updating their algorithm in an effort to improve the search results they provide. So SEO is not a one-and-done exercise. There are some basic rules, but you need a writer who is on top of the Google changes and can stay ahead of the game.
SMART News: how to write branded content that gets found in search and shared on social media has the basic rules. There have been updates since then and the 3rd edition is due out in September 2017.