Google a term relevant to your brand—a product you sell or a service you provide. Did your website come up first? Did it make it on to page-one? Did it even come close? If you answered no (or you were too scared to even try), don’t worry: Optimizing your site for search isn’t as hard as it seems, and because many PR pros have yet to master the science of SEO, you are at a major advantage if you have some fool-proof strategies under your belt. In a word, the trick iskeyword-centered content. But crafting online communiqué that gains traction as it moves across the Web is undoubtedly an art form—and every step of the way requires a degree of competence that only comes with experience… or learning from the experience of others.