If you have a staff that is familiar with SEO writing you can handle the process internally
, but most people hire writers that are experienced with SEO writing. The SEO experts will usually provide the website owner(s) with a list of keywords that need to appear on the website to increase its ranking with the search engines. The writers will then write articles or product descriptions that include those keywords. Sometimes the terms do not seem to make sense, but the SEO experts know what works and what doesn't, so you don't want to take it upon yourself to do something contrary to those suggestions.