Overview When Internet users type a keyword or phrase into a search engine query box, they expect a list of websites that offer information, products or services related to that keyword. Search Engines strive to list the most qualified websites at the top of the list. Search Engine Optimization (SEO) is the practice of modifying visible and invisible (ie. filenames and image names) website content in addition to establishing links from other relevant websites. The purpose is to gain higher ranking among search engines. Higher ranking produces more qualified visitors and more sales prospects. A lot has changed in the Search Engine Optimization business. What once was a relatively easy task of optimizing web pages for top ranking among the most popular spider-based search engines has turned out to be a complex process requiring research, analysis and lots of hard work.

Gone are the days when good ranking among the spider-based search engines like Google or AltaVista meant simple adjustments of metatags (the place on an HTML page where page title, description and keywords are listed). Now, in their 3rd generation, these search engines de-emphasize metatags in favor of analyzing visible content to establish website theme and off-page factors like links from other websites to support that theme. Different Strategies Not all SEO companies offer the same services. Some offer basic submission services. For the most part, these services are worthless because getting listed in a search engine is very different than attaining good ranking. And high ranking is where the benefits are. Most quality websites are already listed in the primary search engines - just not ranked very well. Try typing your URL into a search engine. If the results returns your website, you are listed in that search engine. SEO companies offer different strategies. Some strategies are quite acceptable for weak keywords and can produce good rankings. But, as keywords increase in popularity (and typically competitiveness), more robust strategies may need to be employed. One way to determine your keyword competitiveness is to use a publicly accessible tool from Overture: Although not perfect, this tool will show the number of previous month's searches conducted through Overture and its affiliate search engines for specific keywords. Use the following table to estimate your keyword competitiveness. The list on the next page is an outline of different SEO strategies and their respective levels of effort, performance and services. It is useful in defining the type of service you may need to achieve your desired goals.