Meta-descriptions, keywords, analytics, page speeds, site architecture, content management… and three imposing letters. SEO, or search engine optimization, takes work.

It also takes plenty of creativity. If you want to be truly successful at it, you’d better be passionate about it. Before anything else, make sure your site is current and relevant. Old, moldy content that no one’s visiting? Delete that junk. A page that’s drawing lengthy visits but no conversions? Maybe it’s time to retool it. Keeping on top of content in all its forms—updating blog posts, posting new pictures—takes time, but it pays off in dividends.

Next, understand the difference between what your site’s visitors see and what The Mighty Google sees. When people visit a well-designed site, they instinctively understand what the most important elements are. Big type equals I should probably read that type. But search engines don’t see that. They also can’t appreciate the artistry of your icons or the pun in your slogan. They “read” your site through code. Optimize your site structure. Make sure your code is clear. You’ll be rewarded.