Though Google's entrée into the world of officially recognized verbiage was a recent occurrence (it was immortalized in the Merriam-Webster and Oxford English
dictionaries as a verb this past summer), its cyber dominance has been representative of search engines' importance for years now. Thus, given their role in helping people think,
search, process information (the list goes on and on), PR professionals should not overlook the importance of optimizing their press releases for search engine use. But, with so many
words and so little time, what are the best steps in achieving search engine-optimization success?