Pizzerias, welding shops, tree nurseries: They all need Web sites to pull in customers. Attracting those eyeballs involves seducing the algorithms of Google, Yahoo! and Bing. Americans tap search engines more than 12 billion times a month to find everything from guitar lessons to jambalaya recipes.

Most people don’t wander past the first 10 or so search results. The art of breaking into those rarified ranks is called search engine optimization, or SEO. If this term is new to you, get familiar with it–quick. (For a primer, start here.)

For the rest who want to fortify their online attack while not spending thousands of dollars on an SEO consultant, there are plenty of things to do beyond posting fresh content on your site, making sure to include search keywords and pointing to older links. All those tricks help, but the algorithms evolve constantly, and so must your site to stay near the top.

With that in mind, we’ve compiled some of the latest SEO tricks from those who know them well.

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