Tips to help you develop a viable program.

By Alan Rimm-kaufman

However, many e-tailers can gain large improvements in natural traffic from only modest improvements to their sites.

Tip: Get educated. For an introduction, read “Search Engine Optimization for Dummies” by Peter Kent (Wiley Publishing, 2004). If you later decide to hire a consultant or an agency, you’ll have a much better understanding of what expertise and services you’re buying.