SEO
(search engine optimization)

Search Engine Optimization is now a mainstream industry, but it has always been and always will be a black art. It is an elaborate chess game that pits web site owners against one another and of course, against the Search Engines. The biggest problem with SEO is the ethical ambiguity that surrounds it. At it’s core, SEO is an attempt to manipulate what is often called a “public” resource—Search Engines. Ideally Search Engines are tools that help the public find what they want—not what site owners want to force on people. With millions of website clamoring to be seen and forcing the weight of their money and resources to bend search results in their favor, “Joe web-surfer’s” goal of finding what he wants is often replaced by someone else’s goal of having their site found.

But there's good news. There are ways you can ethically modify your site's construction to give search engines the information they need to display your site correctly in search results.