Search Engine Optimization

Pros

Leverage your site’s natural advantages – content, popularity, linking relationships
Can deliver substantial benefits at a very low cost, especially for a “content rich” site
Requires minimal ongoing activity for most sites
Initial investment in SEO can pay off for years to come

SEO influences, but does not control, the search engine results - there are no guarantees.
Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for significant traffic.
Risk of becoming overly dependent on “free” traffic, because results are variable over time.
Some modifications to site are required; extent of changes dependent on many factors. A professional SEO consultant can help find the best path to results and ROI.
Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.