The document discusses how to make SEO an integral part of a community strategy. It recommends conducting keyword research to understand what language users search for related to the community. It also recommends optimizing content on the site and social media shares to include relevant keywords and make content easily discoverable. Setting up Open Graph and Twitter cards is suggested to improve social sharing of content. Broken links should be fixed and temporary redirects changed to permanent to pass more authority. Evergreen content should be updated and kept under the same URL to continuously earn new social shares and links over time. Regular checks should also be run to ensure everything is crawlable by search engines.