Optimizing your web site to promote and spread your content is extremely important. The only way people will find you and your content is if they can find it through search engines. Search engines make marketers lives so much easier than it used to be. Instead of you trying to find them, they find you. You pull them in to your web site by aligning your content with things that they are searching for. Usually the most effective keyword phrases are three or more words, also known as long-tail keywords. These are less competitive then keywords with one or two words, and offer a more precise way to target your audience.