A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment (ROI). A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.