Have you ever wondered why certain websites and blogs appear at the top of the list when you use an online search engine? Or why doesn't a site you might expect to find show up at all? Such questions are at the heart of one of the most important activities in online communication: search engine optimization (SEO). (SEO applies to the natural or organic search results, not the sponsored, paid results you see above, beside, or below the main search results listing.)

SEO is a complex topic that factors in dozens of variables. Still, even without becoming an SEO expert, every website owner can work toward improving rankings by focusing on three important areas.

• Keep the title short enough to read quickly while summarizing the company's offers. Be sure to use one or more keywords that online shoppers would likely use when searching for the company's products.
• Next, identify three high-quality websites that would be good ones to link to the site you chose. For instance, if you chose a website that sells automotive parts and supplies, one of the three linking sites could be a popular blog that deals with automotive repair. Or if the site you chose sells golf equipment, you might find a sports website that covers professional golf tours or provides information about golf courses worldwide.

How would I do this?