Search engine optimization is most effective when implemented at the conception of the website design process, but can be applied to an exisiting website as part of an update. The first step is to develop a list of terms that protential visitors are likely to enter into the search engine when looking for information relevant to the website. Careful attention is paid to the content and layout of the web site's material, includng the use of such elements as headings, bold or italic fonts, and use of graphic images, keeping these search terms in mind. The underlying HTML code is also developed with an eye to the targeted search terms. Once the website is completed it must be submitted to the various search engines. Finally, a program of creating high quality inbound links from other websites is undertaken, as most of today's search engines favorably rank those websites that are linked to by other websites.