Today, more than 80 percent of people use the Web to research before making a decision. According to William Mills Agency expert Jerry Goldstein, most casual searchers trust a credit union’s Web site as its most credible source of information, and it is up to that credit union to engage members during research. Search Engine Optimization (SEO) improves quality of site traffic by measuring how search engines rank data requests and provides feedback on how often keywords appear. To maximize SEO, credit unions must decide on what terms would best serve as defining keywords. Additionally, incorporating keywords in press releases and site meta data increases search results.