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Search engine optimization (SEO) is the part of an internet marketing strategy that doesn't involve recurring fees as part of it's underlying cost. SEO encompasses a group of activities designed to get your website found when your prospects search for your specialty on the internet using search engine sites such as Google, MSN or Yahoo.

SEO involves 4 basic activities...defining the most likely words, and combination of words, that your prospects might use to search for you on the internet...adding and altering the content of your web pages so that the search engines will associate those keywords with your website ... altering the programming code to use computer language that search engines understand ... and getting other websites to link to your web pages.

There are two things that should be noted before starting an SEO campaign.

First is that search engines use proprietary and secret algorithms to rank websites. These algorithms are constantly being updated and changed. While there are just a few things the engines look for to rank, no one outside the search engine companies know how much weight they give to an individual item. This means that an SEO campaign involves some trial and error to get the results you want.

Second is that, because there is trial and error involved... it can take several months before any results of an SEO campaign may be realized.

However, the foundation to getting your website ranked high by search engines is knowing exactly who your prospective clients might be...AND all of the possible words they might use to look for you.