For marketers to achieve the best return on their web site investment, prospects need to successfully arrive at their site. To encourage that behavior, successful marketers employ a balanced search engine marketing strategy that incorporates both keyword advertising and Search Engine Optimization (SEO) . The SEO process improves non-paid search results by maximizing copy, navigation and referral links. Similar to traditional public relations in approach, the marketer pays only for the service to create or manage the strategy or program, not for the media itself.

SEO programs that enable a marketer's web site to appear early in specific non-paid search listing results can be very powerful tools for marketers. Consider these facts:

•  Searchers are up to nine times more likely to select an unpaid listing that appears on the first page over a paid advertisement.

•  73% of clicks on Google come from non-paid links.

•  Non-paid search results are considered less biased by searchers, and therefore, elicit more trust than paid listings.

Learn the necessary components to a successful Search Engine Optimization (SEO) strategy.

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