Google, for example, is a search engine. A search engine is an online tool that helps you search for a particular topic of business web site. Billions of dollars are spent each year, so that search engines can help people find what they’re looking for, and they’re getting better and better at it, each day!
The ultimate goal for search “engines” is to find the absolute best, more accurate, relevant and high quality results to anything anyone is searching for. They do this in two ways, first they offer what is called Ad Word advertising. Ad word results show up at the very top of search result and are results that someone has paid the search engine to display. It's usually the first 2-3 results that are highlighted. The second thing they do is rank sites based on their content and SEO. These are what show up in the next ten results, they are called organic search results. What the search engine has done it has looked at these sites then ranked them the as the most relevant sites based on the search terms and keywords.
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 or Puppy”. Those are very broad topic keywords, covering anything and everything canine. The search engine will then look in their vast reservoirs 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. The more specific the term the more likely you will receive the results you're looking for.
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 should utilize traditional methods of promotion and marketing a website, such as business cards, flyers, mailings, radio and TV ads, and word of mouth, when you successfully optimize your site along with traditional advertising you will see the most effecting Search Engine Marketing Campaign.