The document discusses search engine optimization and using ROR (Resources for a Resource), an independent XML tool, to optimize websites for all search engines. ROR translates content in a way that search engines can understand, making code crawling and indexing easy. It provides more detailed summaries of website content than Google Sitemaps. While ROR has been around for some time, it is still an effective strategy and is updated to work with new website innovations through reuse of existing data structures and a streamlined indexing process.