MoreVisibility's president Andrew Wetzler explains that content, keywords, linking and architecture are keys to getting a website to show up near the top of a search engine result.

Wetzler spoke to The Miami Herald about what businesses both large and small should keep in mind in order to get the best possible search results for their websites. And here's an excerpt from the interview:

Q: What trends are you seeing now in search?

A: One of the most interesting things that is gaining momentum is the impact of Social search on how companies market online. We do a fair amount of writing of blogs for companies and set the blog up and put all the pieces together properly.

The reason that that is important is that blogs by nature are content rich and very targeted to what the subject matter is. The more content that is posted on a continual basis, the greater the likelihood that the site will do well naturally with search engines.

Q: What advice do you give a business that is a beginner in search engine optimization?

A: I guess the first piece of advice is to make sure you have a website that effectively communicates the message that you want to share with others. Because if you don't, very little else will work after that. You may be successful in driving paid traffic to the website, but if it doesn't complement your offerings, you won't be successful. If the site isn't in sync with the keywords, it won't be successful. So having a good website that is intelligently put together and is user friendly is the starting point for anything that you will do.

Those pieces of advice make sense. Indeed, SEO is all about effective communication and clever techniques.