Semiotics: Semantics, Syntactics, Pragmatics…
Optimizing content is so much more than just installing an SEO plugin and counting keyword usage. A decent grasp of linguistics and psychology can have a significant impact on how well your content works.
When we say things like “optimize for topics not just keywords“, for example, that means things like this from http://moz.com/blog/get-ahead-of-google-with-insight-into-semiotics
or get a little more in-depth with http://www.stateofdigital.com/semantic-to-semiotic-evolution-search/
“Ever feel like you’ve optimized the life right out of your site? Learn how semiotics can help you engage with your customers on a human level…”
Get Ahead of Google with Insight into Semiotics