Chapter 3, General Internet Topics, covers many non-search related Internet topics. I include this because if you do well with many of the “nonsearch” related topics it becomes far easier to build a linking campaign and achieve top search engine placement. For competitive phrases, link popularity and the words in those links are the single most important part of Search Engine Optimization (SEO). But to get the right types of people to want to vote for you your site needs to do many things well. With most websites, conversion and profit are more important than the sheer amount of traffic you get. Making small changes within your site can double or triple your conversion rate. If you do everything else correctly, you do not need to put as much effort into SEO. If you already know the topics covered in Chapter 3, feel free to skip over them. More than trying to answer all questions about the web, Chapter 3 is there to help point you toward answers to other Internet businessrelated questions you may have.