Search engine marketing is a balance of science and art - part technology and part strategy. There is more to optimization than making the site search engine-friendly. A search strategy will keep your Web site at the top of the search engines, but it is time-consuming and definitely not something that is done once for a Web site and then forgotten.

Search engines and directories drive valuable traffic to Web sites, but your Web site must appear in the top results for keywords that your potential customer uses in order for them to find you. Proper optimization of your site will start you on your way to one of the highest return on investments you can make.

Two types of search are available to you: natural search or search engine optimization; and paid search. Much of the content on this site is devoted to natural search, however, paid search and natural search must be viewed in concert, to take advantage of user behavior and intent.

Search engine optimization is the process of helping search engine spiders get to the content of your site. Your content is where your keywords should be that will help search engines position your site appropriately. Basic rules should be followed when thinking about the design and programming of your site.