Lowdown on Search Engine Optimization

This article was written by Jon Rognerud of Entrepreneur.com

SEO, or search engine optimization, is a subset of the umbrella term "search engine marketing," or SEM. Properly applied, search engine optimization allows your site to not only be seen by the search engines but, when a search term (either keywords or phrases) is entered, offers the ability to rank very high in the search engine results pages. The results pages are typically a combination of natural (sometimes called organic) results, paid inclusions (directories) and pay-per-click, or PPC, ads.

But why is SEO so critical to the success of your business online? The holy grail for online marketers centers around getting your site on the first page of a Google (GOOG Quote) search results page. Why Google? Because it currently owns well over half the market of all searches.

If you further optimize your site in such a way that it brings in quality traffic, you'll get the ultimate return on your investment (assuming you have a solid back office process). And if you've optimized well for Google, you'll rank well in the other major search engines, such as Yahoo! (YHOO Quote) and MSN, as well.

Many people hire professional consultants to perform SEO, while others attempt to do it themselves, which you certainly can -- it's not brain surgery. In the coming months, I'll help you learn how to take on this task yourself. There really are no secrets -- it just takes a lot of continuous work and an understanding of people, search engines, algorithms and toolsets.

SEO can (and should) be a full-time engagement. The scope of work depends on your site and your niche. This doesn't necessarily mean you'll need to spend 40 hours a week on it -- you certainly couldn't afford to put that much effort into it -- but you need to put a solid content and link-building strategy in place for the long term.

Existing sites can be optimized by simply applying a correct title (the text that shows up in the blue bar at the top of your browser window) and a meta description (the text that often shows up as the description in the results listing).

If you've read the book Art of War, I'll know that the basis for going into battle is to know your competition first. Keep your friends close but your enemies closer, the saying goes. In our SEO battlefield, we'll look at competitive analysis and keyword research to start.