SEO, or Search Engine Optimization, is the art and science of the getting your site listed at top of the major search engines.  The goal of SEO programs is simple:  improve your site ranking on the top search engines, i.e. Google, Yahoo and MSN for search terms that best describe what you do. This, in turn, will lead to more traffic and coversions. Sounds simple, right?

While, the mechanics for executing SEO Programs are straightforward, the art is in the execution.  All responsible search engines, especially Google, desire to give their clients the most authentic search results.  For example, if someone searches for "Aspen art gallery"  prior to an upcoming ski trip, they would expect the top ten listings to be local Aspen art galleries. And for the most part, that is what the search results show.

However, there are many major Aspen art galleries not listed on the first page search results. Getting top placement on the coveted first page of Google does not happen automatically.  It is up to you (and your internet marketing company) to present the information on your site to the search engines in a way that maximizes the likelihood that your site will gain the advantage over your competitors when it comes to getting ranked.

Therein lies the art and science of SEO.  The end result is that every business, large to small, will need to make an investment in an SEO program in order to get the results you desire.

What should you plan to budget for an SEO program?  See the article excepts below from the Small Business section of WSJ Online in which they conducted a nationwide survey on budgets for medium sized enterprises:

Managing Technology In Search of Traffic

A Web site is only as valuable as the number of people who see it. Here's how to make sure customers can find you online.

By KELLY K. SPORS

"For many small-business people, optimizing and asking for links can get technical and time-consuming. So an industry has sprung up in recent years to help businesses with their search results. These companies -- called search-engine optimizers, or SEOs -- come in many flavors. Some are full service, handling everything from redesigning a Web site to writing content to determining which keywords are best to persuading other Web sites to post links.

Then there are fees. The prices for SEOs can be bewildering to many small-business owners. Costs can range from $500 a month to several thousand -- for what often seem to be almost identical services.

Submit Express Inc., an Oakland, Calif., SEO, charges a "setup" fee of $2,500 to $10,000, which includes keyword research, optimization and link-building, says Chief Executive Pierre Zarokian. Then clients can pay a monthly fee ranging from $750 to $5,000 for continuing optimization efforts -- mostly link-building, he says."

While this line item in your marketing budget is a new one, find a way to fund it.  Do something, take baby steps or jump into the deep end.  In either case, measure success carefully and  I am certain you will find that you are happy you did!