We're in the middle of summer now, so you've probably toned your body to prepare for swimsuit weather. But what about the fitness of your web site? With more than 80 percent of Internet traffic coming from search, it's time to whip that web site into search shape. Here are some tips-search engine optimization (SEO) 101, if you will-designed specifically for travel agents; a guide to techniques that form the foundation to an advanced SEO and search engine marketing (SEM) campaign. I am writing with a few assumptions: Your site is a single, small-business travel agent web site; it's written using a fairly standard mark-up language such as HTML or PHP; and you are not using a Content Management System (CMS).