The more online visibility a company is able to achieve, the more likely it is that users will be able to find it through search or surf. This is the basis for what today's marketers are calling content marketing, but the process is a little more complicated than simply increasing exposure through keyword usage and text creation.
For example, the website Pinterest is generating a lot of interest, some of which is the result of its ability to drive traffic and improve branding efforts. Essentially, Pinterest lets people create digital cork boards that they can share with other users. These boards can be "pinned" with images and links about things that interest them in different categories.
This is useful for online marketing efforts because it offers another platform on which companies can create an identity and promote social sharing. For instance, a business that provides home decorating solutions could create a Pinterest board with inspirational pictures of patterns, designs and products that help define its style. Particularly interesting pictures might get borrowed and shared throughout the service and on other sites and, so as long as the images originated on a company's website, a company's SEO performance will improve in kind.