The document discusses demystifying search engine optimization (SEO) by putting marketers back in control of search marketing. It provides 6 ways for marketers to take action (WWAMD), such as understanding customers' search terms, being opportunistic about keyword targets, educating oneself on ongoing changes to search, treating SEO as an ongoing process rather than a project, and extending the SEO mindset beyond just the website. The full document provides further details on each WWAMD including relevant facts and specific tactics.