Apple has stumbled onto something other than hardware. Historically, SEO presents an acronym for search engine optimization. But since Apple launched Siri, Crispin Sheridan beleives the tech industry should consider another meaning. He writes that it's worth considering how people use Siri engine optimization and begin to look at new forms of SEO. He suggests that marketers consider how Siri will influence optimization for local search, schema tags for structured data, and longer-tail keywords.