Most people probably haven’t heard of Search Engine Optimization or Search Engine. Most people know what Google, Yahoo and MSN though. These three are just some of the many search engine out there and the biggest of them all is Google thus when we talk about search engine rankings, we mostly talk about ranking in Google search. Search Engine Optimization or SEO is a relatively new term in marketing and a lot of marketing “experts” does not even consider this as one of the tools in their arsenal.

The idea behind ranking in the search engine started in the mid-1990’s when webmasters started optimizing their websites for search engines. At first, it was just a simple task that involves sending the website URL to the various search engines which would send a “spider” to “crawl” the pages, extract the other links from the page and return the information found on the page to be indexed. The earlier versions of search engines relied heavily on user submitted data which leads to rampant ranking manipulation. The leads to websites ranking for keyword terms that are outside of their niche. This prompted the community to improve search algorithm and it is still being improved since then to avoid online marketing specialists “gaming” the rankings.

The current state of search engine rankings is different now with improved algorithm thus leading to a more complex environment. Search engines now have their own “proprietary” search algorithm thus ranking well on one does not guarantee the same results on others.

Search Engine Optimization is way important now than ever due to the fact that almost everyone uses the internet. Additionally, a lot of people based their decision on what they see FIRST on the search engine. Websites placing high on the search generally have a lot more visitors compared with websites that are a bit lower on the rankings. There have been a lot of studies conducted by marketing experts pointing out that increase in website traffic directly correlates to increase in revenues. Not all keywords are created equal and some have more searches and some don’t have anything at all thus choosing a keyword to go for is really important if one intends to use search engine rankings to their advantage.

Another important thing to remember when ranking in search engines is the added bonus of brand awareness, the more traffic the better. Web design and SEO go hand in hand in building your brand. When a website is well built according to the real life branding, it will be easier for your customers to remember your brand and every business needs brand recognition if it wants to do better.

Last but not the least, SEO is important because it’s a byproduct of technology and innovation. Every business needs technology and innovation to survive in this era and search engine rankings is a direct product of those two.