If you're going to sell any type of product or service online, you're eventually going to have to optimize your Web site for Search Engines, in order to boost traffic and sales.
Many years ago, it was quite easy to draw effective traffic, as a good content-driven site, with good products, was enough to get a Web site ranked highly in Search Engines. The competition has increased one thousand times over since then, with billions of Web sites existing online now, making for some very stiff competition in area of Search Engine placement and rankings.
This increase in competition has given rise to many different styles, and many different methods of Web site optimization. Optimization is simply method of making a Web site "Search Engine friendly", by using methods of enhancement that will increase rankings and placement by placing Web site higher in SERPS (Search Engine Results Pages).
Everything from software to increase rankings and placement, to Search Engine Management and Marketing Firms exist, with many online merchants becoming confused about what or "whom" to use and how to effectively use various services to increase rankings and placement.
The real battle seems to exist between those that favor "Organic SEO" as opposed to those that prefer "Non-Organic SEO". The term "organic" itself is defined by Webster's Dictionary as: instrumental; acting as instruments of nature or of art to a certain destined function or end (Webster's: 1913: 3).
"Organic SEO", also called "Natural SEO", is most time consuming, and most tedious method of optimization for placement and rankings. However, it is prone to longevity of results, as it has a focus on content, meta-tag enhancement using proper descriptions, keyword enhanced copy within appropriate specified densities of Search Engines, and link exchanges. In addition, keyword dense reports, articles, and other content materials are usually added in a routine fashion to a site to maintain densities necessary and increase rankings and placement.
"Organic SEO", if done properly in a step-by-step approach, can literally promote increased traffic and rankings for years. It can also contain overall marketing costs, as use of PPC (Pay Per Click), is not needed as much with this method. The main drawbacks with this type of SEO, however, are length of time it takes to properly implement all steps necessary, and length of time it takes Search Engines to thoroughly spider and index a site that has implemented "Organic SEO".