Marketing for the search engines was and still is unique in that the playing field is more even than most every other type of marketing. The little “mom-and-pop” shop has as much of a shot at the top spot in the SERPS (search engine results pages) as does the corporate giant who can spend hundreds of thousands of dollars on advertising without even blinking an eye. This is especially true for search engine optimization.

Search engine optimization or SEO, is enhancing a web page to attain good rankings in the organic results of the search engines for targeted keyword phrases. SEO had started many years ago, when the search engines were new. It didn’t take much time at all for people and webmasters to realize that having a site in a top position on the SERPs could drive a significant amount of traffic to their web site. When SEO began, it wasn’t difficult to have a web page rank for desired keyword phrases. And because it wasn’t difficult to make this happen – it was a relatively inexpensive service.

Ranking on the first page of Google for targeted keyword phrases has become far more competitive since the inception of SEO, thus making it more expensive and time consuming to reach the desired results. Even though the cost has increased significantly, it’s still well worth the cost and dwarves the cost of traditional marketing. SEO also has the ability to both deliver much targeted traffic and track the traffic and conversions.