This document discusses how brands can use social media optimization (SMO) to improve search engine rankings. SMO involves strategically distributing social media posts and metadata like hashtags and keywords to increase discoverability. Key aspects of SMO include using targeted titles, descriptions, hashtags and links within social posts to drive traffic back to websites and boost rankings. The document provides examples of optimizing profiles, posts and sharing on networks like Facebook, Twitter, YouTube and more to gain search visibility for brands.