We separate SEO and PPC in our discussion though technically PPC is an SEO strategy. Search Engine Optimization is a very broad discussion associated with page content, link strategies, meta tags and programming and on and on. We'll discuss this stuff from time to time but here's the thing. Focus on your business, what you do well and keep your content directed to what it is that you do best. The rest is easy. Your website will distinguish itself the same way your business does.