Search engine optimization (SEO) is the most cost-effective way to bring targeted web traffic and prospective customers to any website. The main objective in SEO is to be number one on the list when someone searches for specific keywords describing your product or service. This results in targeted traffic, which leads to sales or conversions. Proper SEO requires that you beat your competition; so knowing the keywords and criteria used by your competition is the first step to that number-one spot.

Search engine marketing (SEM) also known as "off-page optimization" or "contextual marketing" is what builds your websites reputation and authority helping you rank higher in the search engines. SEM consists of building compelling and relevant content that will help build a positive reputation and then spreading it throughout the Internet building buzz and interest. Also marketing your site by using directories, articles, blog postings, social book marking services like Digg or StumbleUpon, and online press releases, just to name a few.