Organic Optimization
An Organic Search Engine Optimization campaign (also referred to as SEO) involves 4 basic steps:

    * Keyword Discovery
    * Keyword Strategy
    * Tactical Implementation
          o On-Page Factors
          o Off-Page Factors
    * Campaign Maintenance

Each of these steps is critical for a successful organic search engine optimization campaign.
Keyword Discovery
Strategy Development is the most important step. Its primary objective is identifying the best keywords for organic search engine optimization.
Choosing keywords has two basic components:

    * Marketing Component
    * Competitive Component

The Marketing Component seeks to identify keywords that are both popular (many searches) and relevant. Typical pay-per-click (PPC) costs give added insight to the market’s perception of value for each keyword.

The Competitive Component is a more difficult attribute to measure and requires specialized analysis tools. Metrics for a variety of search engine ranking factors must be attained for each website currently occupying top-ranked positions and each keyword considered. This data is used to assess the relative competitiveness for each keyword.

Keywords requiring stronger external (from other websites) backlink reputation require home-page optimization, while keywords with weak external backlink

reputation may be consigned to interior pages. When keyword Market and Competitive Components are evaluated keywords may be classified by their organic search engine optimization success criteria.
Keyword Strategy
Depending on the number of highly competitive (Tier 1) keywords, multiple websites may be required. The process concludes with a Keyword Strategy (in the form of a keyword map) that assigns keywords to specific web pages.
Tactical Implementation
Tactical implementation covers 3 basic areas:

    * Page Optimization
    * Link Optimization
    * PageRank Optimization