As companies grow and create products that become popular they can often get the misconception that there is no need to market themselves. But one popular jean company proves that just because a company has been around for more than 100 years they can still use search engine optimization (SEO) to increase their online visibility.

Internet Retailer reports that Lee Jeans has unveiled a revamped website using Flash and Java applications, but in order to make the site more search engine optimization (SEO)-friendly, the company also created a non-Flash and non-Javascript version. The company says the two versions were created to attract a variety of consumers.

Lee says the new ecommerce site is aimed at getting jeans to the people who want them without having to go through a store.

"The main goal of the new site is to create an experience that helps Lee shoppers find the jeans that are right for them through custom fit tools and a streamlined navigation," the company said, according to Internet Retailer.

Retailers that use search engine optimization (SEO) might need to change their campaign in the near future if Google goes through with its Caffeine update. 360i compared 40 retail keywords in Google Caffeine and Google "Decaf" and found that there was a 15 percent change in first page rankings.