This segment of internet marketing is one that many fail to use, yet it is one of the most important benefits to the results of your marketing efforts. SEO includes link building, effective copy writing, keyword research, press releases, article syndication, website layout, and much more. If done correctly, your chances of moving upwards in your search engine rankings will be favorable. SEO is the key to the treasure at the end of the tunnel. It must be nurtured constantly to keep up with the search engines' definitions of a rank-worthy site.