Interestingly, some of the work is left to imagination of the person doing the searching. For example, if I’m looking for a new type of dog to add to my family, I could just type “Dog”. That is a very broad topic, covering anything and everything canine. The search engine will then look in their vast resevoirs of knowledge to see what everyone who ever clicked on, when they searched for “dog”. Cream rises to the top! Whoever had the most compelling “dog” related setup, will be at the top of the list.

Depending on which search engine you use, you will get different results, because different websites appeal to different search engines, differently!

Now, let’s be specific about this. Let’s look for a “small family dog”. Searching for “Dog” on Google resulted in 452 million results. Searching for “small family dog” resulted in merely 3 million results. We’ve already narrowed our results by a massive percentage, by simply asking “a better question”.

These are some of the indicators why it’s important to build your site and certain aspects of it, a specific way.

While you can and should utilize more traditional methods of promotion and marketing a website, such as business cards, flyers, mailings, radio and TV ads, yellow pages, word of mouth and more, a success “Search Engine Optimization” campaign is the most effective way to build traffic to your website, online.

For the remainder of this document, we will refer to “Search Engine Optimization” as “SEO”. It’s a commonly used term, within the world of the Internet.