Content and search are aptly placed at the center of Edelman’s Media Cloverleaf for good reason—great content deserves to be found.

Owned media is the one area where you can potentially produce and control content powerful enough to be counted with traditional, hybrid and social media search results. Combine rich owned content with a targeted PR campaign, and you can start playing on the same field—and with close to the same rules—as the media, supporters, critics and communities.

So, how do you talk the walk in Search Engine Management—search engine optimization…