Search engine optimization has become one of the company’s most important marketing tools. The great thing is that it is an effective but inexpensive way to increase company awareness and customer visits. In many cases, getting to the first page of a search engine is the lifeblood of a good sale of a company’s services. Even if the deal eventually takes place at a brick-and-mortar store, the service still retrieves reviews and experiences before buying online. Optimization is more likely to lead you to the final choice your customer will eventually make. There is no shortcut to search engine optimization but it requires constant consideration when setting up or maintaining a website. Content should be kept up-to-date, links to other content on the site should be comprehensive, keywords should be well selected, and text and image naming should consistently support optimization.