Preparing students to understand and practice search engine optimization (SEO) teaches them writing skills, technological literacies, and theoretical background needed to pursue a successful technical communication career. SEO employs a multifaceted skillset, including an understanding of coding, skills in shaping and crafting effective user experience (UX), marketing skills, effective research strategies, and competence in accessibility. We argue that instruction in SEO in undergraduate and graduate programs in technical communication prepares graduates for the interdisciplinary and agile profession they seek to enter and enables them to be successful in positions from information architect to technical editor. Our article details how studying and enacting SEO helps students to develop proficiencies and knowledge central to technical communication pedagogies, including technological literacies, an understanding of the interconnections between human and non-human actors in digital spaces, and the ethical concerns central to work within those spaces. We then detail how SEO can be incorporated into technical communication curricula and share details of client-based projects that can facilitate that integration..

The Web is big business, and our online communications and interactions and the data they leave behind are commodified by big business. Large-scale data aggregators, natural language systems that code and collect billions of posts, and tracking systems that follow our every click have fundamentally changed the spaces and places in which we compose, create, interact, research, and teach.