If a tree falls in the forest and no one hears it, does it make a sound? If a Web site goes up and no one can find it, does that make for Web presence?

True search-engine optimization (SEO) involves site planning, the HTML structure of pages, and copywriting organized around keywords or key phrases and linked content. As such, the level of optimization offered depends entirely on the scope of work requested. There is no quick-fix patch for SEO—don’t be deceived. Lasting, effective results come from old-fashioned planning and production elbow grease.

• Site plan Content is organized into meaningful sections and expressed as a site map in both human-readable (HTML) and machine-readable (XML) formats.
• Page structure The various pages or templates used to deliver content are properly coded in HTML to express the semantic, logical structure of the information; this structure makes the content easily legible to the search engines.
• Copywriting Content is written in a style that targets desired keywords or key phrases while also meeting the requirements of good marketing copy or prose; this copy is matched/tagged with proper HTML.

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