Search Engine Optimization (SEO) is key to all levels of digital marketing and anyone going into the field must have a basic handle on it. You can leave the highly technical, back-end stuff to the more technical people on the team, but knowing how SEO really works and a solid understanding of best practices and content optimization are crucial for running a successful digital marketing campaign. This is even more true as AI technology, such as Google’s Search Generative Experience, change the landscape.