What is Search Engine Optimization?
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a Web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as Black Hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm the search engine user experience. Search engines look for sites that employ these techniques and may remove their listings.

SEO can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into Web site development and design. The term "search engine friendly" may be used to describe Web site designs, menus, content management systems and shopping carts that are easy to optimize.

Where to Start
Using the most accurate words—aka keywords—to describe what you are promoting is the heart of Web site optimization. Search engines use complex and highly confidential algorithms or mathematical calculations to scan and deduce how closely the information on your Web site conforms to what you are claiming to be promoting. You might say, why in the world would I put something on my Web site that isn’t relevant? Because there have always been people who have tried to beat the algorithms by throwing in totally irrelevant but highly searched terms like “Free” or “Sex” to drive traffic to their site. This is actually fraud. It is like loss-leader advertising in the brick-and-mortar world. It will get you blacklisted and you do not want to go there—ever.

Blacklisting is when a search engine (usually Google) takes you off of its search path. As far as they are concerned, you no longer exist. Sadly, it is possible to get blacklisted even when you are not deliberately trying to fool the spiders. The best thing to do is just play it straight and not listen to the “Web site expert” who promises surefire listing if you just do this. Reputable optimization services will help you do it right, not help you get around the rules. And it is very hard to get un-blacklisted.

Aside from being sure that you are using keywords and keyword phrases that pertain to your product or service, it is important that your navigation be very efficient. You want to be able to get to the most important information as quickly as possible. It is best to have to only click through two or three pages to get to the heart of information that might be needed by your visitors.

Navigation is extremely important to the search engine. Clear and easily understood labels are essential. Logical and consistent paths are prized. The pattern used to get to each level of information should follow the same methodology from the index page on. It is easy to get convoluted and disorganized especially if you have never done this before. It is possible to do it on your own, but advisable to find someone who can help you, or buy a book on the subject before you invest too much time and energy only to find that you have to start over, or worse, fail to achieve your goals.

Critical Pointers

Plan Your Site:
Make a plan. Put it on paper. Make a drawing of how you imagine it to be organized. There are many good programs that make this easy to do, but good old pencil and paper work fine.

Know Your Competition:
Spend some time looking at your competitor’s Web sites. Go through them and notice the good and bad points and make notes. Use the best and worst of your competition’s Web site to guide you in building yours.

Outline Keywords and Phrases:
Notice the keywords and phrases your competition uses.

Be sure that your content is full of your keywords:
Once you have decided on your keywords and phrases, use them.
Get professional help if you do not have the time to do this right. It is a matter of success or failure for your placement in the search engines. There are reputable consultants that can fit every budget. Investing in optimization for your Web site is never a mistake if you deal with a reputable consultant.

Take your Web site seriously and it will work for you.