These 5 SEO Tips for Authors and Publishers summarizes nicely what writers and editors alike need to know about SEO. Yes, writers and editors, not just content marketers or information architects.
While finding and using the right keywords are at the heart of SEO (search engine optimization), where and how you use them is most important: in your metadata, in your titles, in alt text for graphics, in your URLs, and in your links.
Really, it’s important merely to have titles (h1) and subtitles (h2) for your content, as those are used by the search engines as well.
Lastly, you must have both internal links (links to content within your site) and external links (links to content outside your site); this helps search engines know to index and increase your ranking in search results.
SEO really does start with the writers and editors, in producing quality content that is well organized and that uses all the right words.