Search Engine Optimization (SEO) should be a standard component of any organization's marketing plan. SEO can be done in-house if you have the time and resources available. Here are a few tips to follow:

• Understand the technologies that support web optimization. For example, websites designed all in Flash or use Framesets will negatively impact your search engine rankings.
• Research the appropriate keywords for your marketplace. It is critical to understand what keywords/phrases people use to search for your type of products and services. Use www.wordtracker.com and visit your competitors' sites.
• Optimize your website HTML:
• add HTML headers specific to each page
• validate your HTML code
• Understand the importance of your home page:
• remove splash page and/or flash intros
• include approximately 100 words
• incorporate a site tree or text links off your home page
• Have a content-rich site, if possible
• Implement a Web Linking Strategy:
• search engines will rank you higher if other relevant third party sites link to you
• manually implement web linking strategy

Remember: SEO should be part of every company's marketing plan. Long-term strategy can produce long-term payoff.

Warning: Companies that try to trick search engines can be blacklisted. Understand your vendor's philosophies and SEO strategies