This document discusses search engine optimization (SEO), paid search (PPC), and local SEO. It defines SEO as optimizing websites to rank organically in search engine results pages (SERPs) for targeted keyword phrases. The goal is for consumers searching those keywords to find and click the business's organic listings. PPC allows targeting keywords that are difficult to rank for organically or driving immediate traffic. Local SEO focuses on optimizing business listings in local directories and maps results. Analytics are used to monitor traffic sources and refine optimization efforts over time.