Search Engine Optimization

This is fine tuning the meta data the page title and the site continuity so that it looks like a place people would like to go when they are looking on a search engine for a subject.  There are programs that try to fool search engines and sometimes they do a very good job but once they are found out the site goes to the bottom of the list.  Having other pages link to your site helps, so some of the so called (SEO) programs will put a page up with links to your site and this may bring you more traffic in the form of more spam mails than you can ever deal with.  And if the pages linking to your page do not have any relevance to your material you get disregarded by searches also. Paid keywords on search engine pages mean every time someone clicks on a paid keyword the search engine charges a fee and these are generally paid in advance.  These paid placements are to the side or top and often will not take you where you want to go. see Search engine optimization on wikipedia