3. Don't use the same keywords over and over. Search engines have gotten smart enough to weed that out.

4. Focus on Google. The magic formula is relevance and popularity. Having a well-written and well-structured website is a big part of the battle. Mentions and links from bloggers and other websites can be a big boost as well.

5. How do you measure SEO? Create a benchmark. A good SEO expert can actually measure the amount of traffic that results in a lead or in somebody making a purchase.

6. If you choose to work with an SEO consultant, find one that specializes in the needs of startups and growing businesses. If he or she tries to guarantee you an instant No. 1 ranking in Google, run the other way.

Creating useful content like articles, blogs, forums, metatags, page titles, item descriptions and YouTube videos will help keep your SEO initiative going for the long run. Plan to roll out your SEO strategy over time, tweak it as needed and look beyond keywords to see the big picture.