Search Engine Optimization, or SEO, has gotten a bad reputation over the years. SEO experts seem like nothing more than snake oil salesmen and spammers. But we as Ruby web developers ignore search engines at our own peril. For the average site, over half of all traffic will come in through search engines: Google, Yahoo!, and Bing. While developing web apps, we need to keep searchability close to the top of our priorities. Implementing best practices when it comes to search is just as important as practicing TDD and keeping code DRY -- it should be a core competency for professional web developers. This talk will cover how search engines work, how to work with search engines, and how to develop your Ruby web apps with search engines in mind. About Luigi: Luigi is a Ruby developer with the Sunlight Labs: a non-profit organization focused on opening up government data, and then creating tools and apps around that data. He has been a Rubyist since 2006. Less