Seam up

This is just a way of describing a technique used by seam bowlers and involves attempting to deliver the ball so that the seam stays vertical until the ball pitches. This can help the bowler to get the ball to swing and the unevenness of the ball's surface near the seam can induce it to deviate sideways on pitching. The apparent ease with which many top class bowlers achieve this seam position should not lead you to conclude that it really is easy.