Search engine optimization (SEO) enables prospects to find you without you having to pay for the connection. The Warren Douglas Advertising approach to SEO turns content into credibility. There are over 200 factors in Google’s algorithm to ensure a user’s search returns the most helpful and relevant websites. Prioritizing and optimizing for each factor requires a variety of skills and disciplines. While keywords, user intent, and latent semantic indexing remain significant factors, search engine technology surrounding machine learning (AI) has expanded the types of results users receive on the search engine results page (SERP). This broader range of results, coupled with ever-increasing online competition, requires a broader SEO strategy than in years past.