Ready to learn the secret to search engine optimization (SEO)? Well, I hate to break it to you, but there really is no secret. There is no secret sauce. SEO isn’t about magic tricks or gaming the search algorithms. What you really need is a thorough un- derstanding of what people want when they search – and why they want (or need) it. The fact that there is no big secret is what makes SEO so hard. It’s also a constantly moving target.