Today, SEO (Search Engine Optimization) is more important than ever and many marketers are embracing the need to create original, relevant, viral site content to distinguish their web sites. But as content continues to proliferate, search engine algorithms are sharper than ever in distinguishing what’s valuable and what’s not. Consequently, search strategies are changing with an optimal strategy of targeting one key word (and its derivatives) per page. Many times this content strategy is at odds with the initial vision of a new web site or redesign, with the result that SEO takes a back-seat to the design process. Best results will come from developing – or –redeveloping a site with an SEO-driven content strategy squarely in mind. The trade-off of more pages to build and update will be balanced by a stronger ability to attract searches from the “long tail”, resulting in more targeted searches and better conversion.