I'm not an expert by any means of what traditionally has been known as SEO – 'search engine optimization'. Luckily the web is changing and people no longer search for information they search for knowledge.
Computers cannot produce knowledge, only people can. So, how do we get from 'information search' (how we are accustomed to seeing search results) to a 'knowledge search' (information with the addition of human opinion)? Do you know how to craft and execute the tricky and sometimes complicated waters of promoting yourself as a thought leader in your particular area of expertise? These are the things I think about every single day and work with clients on.
Having people find your content online is important, but it is more important for people to find you and associate you with knowledge.