Marketing via the internet can seem a bit overwhelming. How do you direct traffic to your website in the sea of content and competition online? Though there are many outlets, branding and design strategies, and social media to consider, one often overlooked beacon is the proper use of Search Engine Optimization, or SEO, as it is commonly known. The concept is deceptively simple: The insertion and repetition of key words or phrases into a document to attract the attention of the search engines. The more a document âfitsâ the query for that particular word or phrase, the higher up on the page it is ranked, in order of relevance. SEO is a vital part of any online marketing plan and will help to shape your branding strategy, and connect you with your future audience. There are basically two kinds of SEO, good or âwhite hatâ and bad, or âblack hatâ. If black hat SEO strategies are employed it is likely that the software that determines a documents SEO relevance to a key word or phrase, called âweb crawlersâ, will skip anything using these methods. Overuse of the key word or phrase and hidden background text are two of the most common examples of black hat SEO. More common in the early 2000′s, their use has dropped off as crawlers become increasingly more sophisticated in detecting relevant SEO. Because of the crackdown search engines have deployed on these methods, the standard of the content therein has gone up as well. The key words and phrases must fit into the document elegantly, and the content must be well written, concise, and informative. It must speak to the overall branding strategy and must serve the dual purpose of directing traffic while having something of value to say. Though SEO is not complex in and of itself, the way it will fit into an overall branding strategy is. Specializing in Internet based marketing and advertising, Moncur Associates has spent 20 years applying and integrating cutting edge technologies and methods throughout the branding process in order to ensure your company enjoys the lasting success of a trusted brand.