This document discusses strategies for increasing visibility and attracting prospects online. It emphasizes using organic search engine optimization (SEO) over paid search marketing (PPC) to reach the majority (80-90%) of prospects who use search engines. The document recommends optimizing many individual "landing pages" or "swarmlets" for long-tail keyword phrases related to a business rather than optimizing a single page, in order to maximize search engine visibility and match prospects with highly relevant content. Tracking metrics in a dashboard can provide insights into what search terms, sources, and times are driving the most prospects to a business's website.