In oversimplified terms, SEO to the average company is a process of performing research into the words people are using when searching or discussing online. Company X then refines the copy and metadata on their site to match the vernacular people are using to improve their relevance in search result rankings. Of course this is a very simplified description. For more information click here (PDF).

SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.

In our model, we first perfor…