In the context of search engine optimization, many people equate an optimized site to a site with impressive search engine rankings. Sprinkle a little fairy dust over here and waive the magic wand over there and watch… a magnificent dish of first page rankings for the Internet’s most competitive keyword terms. The fact is, if you think you are going to achieve rankings for competitive keyword terms simply by adding a few keywords to your website, you need to pinch yourself because you’re dreaming. Perform a search for your primary keyword terms and you will see a descending list, several pages deep of websites that have been “optimized” with varying degrees of success. The key is to understand the factors that differentiate those that rank on the first page from those that don’t.