Search Engine Optimization is like having a motor on your web site. Without it you have a boat without a motor. Optimizing is having an expert perform the proper actions to make sure your site is fully perfect, functional and as effective as possible. Proper on and off site strategies need to be in complete alignment to deliver the right targeted traffic to your site. The purpose is to increase your opportunities to be chosen by the search engines and help your business appear higher and more often in the organic and map section of search engines like Google, Yahoo and BING. Having the proper optimization can affect the cost per click of your search engine marketing program. Search engine optimization requires patience as it takes time to become recognizable by the search engines especially in competitive headings.