Search Engine Optimization (SEO)

Improving ranking of words relevant to a particular service, product, website or brand as to be easily found on the world wide web.

Benefits: Differentiate from competition, get traffic from new markets, be seen more easily, can be done organically (free)

Drawbacks: Popular keywords require paid bids to make competitor rankings lower, time consuming

Example: I boosted SEO on my website by adding specific keywords used by people who search the internet for help with their business.