A common mistake made by many novice internet entrepreneurs when starting an Internet Business is failing to cary out extensive keyword research and incorporating that research into the lay-out and design of their website. Understanding search engine optimization and its relationship to keyword theory will give the knowledgeble entrepreneur an unfair advantage over competitors in the marketplace.There is no reason in this day an age why anybody cant top the search engines in their chosen field, especially with the powerful keyword research tools available. It is recommended before even beginning to design and collect content for a website that the search engine guidelines are fully understood.ie(How is a website indexed by the search engines?,how do search engines read websites?,How does the search engines gather and collect information from a website for indexing and ranking?. Incorporating search engine guidelines along with prudent keyword research into the lay-out and design of a website is critical in the long term strategy, and popularity of a website. Ultimately search engines should be the primary source of traffic through any website not only because it is free, but because search engine traffic is considered to be pre-sold visitors who already know what they are looking for. This difference between pre-sold customers and customers that have to be lured to a website is exactly that! Pre-sold customers know what they are seaching for and use the search engines to help them find the most relevant site to cater for their needs. Hence if a website is constructed and designed with the buyers needs and well planned search engine friendliness lay-out, there should be no need to use other avenues to generate traffic.