The optimization work takes place at two levels:

The first is that of the programmer, who works directly on the structure of the site to make sure that pages are correctly tracked and cataloged by indexing services of the search engines.

The second is that of the editor, who defines and publishes contents, taking care of assigning appropriate names, writing relevant texts and setting appropriate keywords.

Any web marketing activity aimed at improving the actual positioning of the site starts from this basis.

SEO is thus a purely technical activity. The programmer improves the structure to accomplish the new indexing techniques used by Google & C.;  the editor, improves contents based on the target audience.