SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach. Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO consider themselves to be in the broad field of website optimization (since so many of those elements intertwine). SEO is one of the most powerful forces of online marketing; and yet, it can be very confusing because of all the misinformation out there. You will learn everything you need to know about search engine optimization, nothing more and nothing less.