SEO, or search engine optimization, is a subset of the umbrella term “search engine marketing” (SEM). Properly applied, search engine optimization allows your site to not only be seen by the search engines but, when a search term (either keywords or phrases) is entered, offers the ability to rank very high in the search engine results pages. The results pages are typically a combination of natural (sometimes called organic) results, paid inclusions (directories) and pay-per-click (PPC) ads.

But why is SEO so critical to the success of your business online? The holy grail for online marketers centers around getting your site on the first page of a Google search results page. Why Google? Because it currently owns well over half the market of all searches. If you further optimize your site in such a way that it brings in quality traffic, you’ll get the ultimate return on your investment (assuming you have a solid back office process). And if you’ve optimized well for Google, you’ll rank well in the other major search engines, such as Yahoo! and MSN, as well.

Many people hire professional consultants to perform SEO, while others attempt to do it themselves, which you certainly can—it’s not brain surgery. In the coming months, I’ll help you learn how to take on this task yourself. There really are no secrets—it just takes a lot of continuous work and an understanding of people, search engines, algorithms and toolsets.

SEO can (and should) be a full-time engagement. The scope of work depends on your site and your niche. This doesn’t necessarily mean you’ll need to spend 40 hours a week on it–you certainly couldn’t afford to put that much effort into it–but you need to put a solid content and link-building strategy in place for the long term. Existing sites can be optimized by simply applying a correct title (the text that shows up in the blue bar at the top of your browser window) and a meta description (the text that often shows up as the description in the results listing).

If you’ve read the book Art of War, you’ll know that the basis for going into battle is to know your competition first. Keep your friends close but your enemies closer, the saying goes. In our SEO battlefield, we’ll look at competitive analysis and keyword research to start.

(Please continue from my original SEO article here: (http://www.entrepreneur.com/ebusiness/searchoptimization/searchengineoptimizationcolumnistjonrognerud/article172698.html)

Los Angeles, CA, September 23, 2009 –(PR.com)– Jon Rognerud, Author of the “Ultimate Guide to Search Engine Optimization” is presenting the topic “Writing & Testing Ad Copy – Connecting With Your Customers From the Very Start.”

The PPC Summits are designed as “How To” workshops that teach attendees how to better manage PPC campaigns. The focus is solidly on advertiser education, and you can learn how to spend less money, more effectively, with better results.

“Along with keyword and competitive research, writing relevant ad copy is the most effective way of targeting your audience, encouraging them to visit your site and getting them to sign up for your product or service”, says Jon Rognerud.

How you write your copy can determine how many qualified leads you attract. Your copy also plays a role in getting you better paid search engine placement as the better your click-through rate is, the better you will rank for your keywords. You need to compel your prospect to click and still comply with the editorial guidelines imposed by the search engines.

Google is the largest search engine and its Adwords program is still is hugely successful, and a great way for brands and no-brands to showcase their wares equally. Learn how to beat your competition in this fun-filled, creative session.