These days, search engine optimization is almost as vital to online business as the internet itself. If a consumer in need of widgets, searching for “widgets” using Google, Yahoo!, MSN, Ask, etc. fails to notice your site, “Widget Emporium” within the search results, it’s safe to say that you’ve lost a sale… most likely to a competitor. It’s a science, really, tweaking your site for search engine optimization and (as such) there are SEO “scientists.” We recently had the pleasure of speaking with Mike Murray of FathomSEO whom has been in the business of maximizing online presence since 1997. Of course, Murray is keen on the newest methods in SEO and isn’t shy about sharing knowledge.Siding on the debate over links vs. content to optimize search engine appearance, Murray explains his stance as, “It’s not content, content, content… it’s links, links, links. Work those keywords into your link structure… be strategic about which words you’re getting in your link structure…”