Now that we know the main type of search engines and how they work, we can begin to build a better ranking (also known as search engine optimization/SEO). Search engine optimization is the practice of tweaking a page so that it is ranked well under target keywords in the organic, or natural, search results (organic results mean not paid placement). It differs from search engine marketing, which is the practice of tweaking Pay-Per-Click campaigns for optimum ROI (return on investment).

Each search engine works slightly different but most follow the same fundamentals for SEO (search engine optimization). The most important element for achieving a higher ranking is to have as many links as you possibly can, point back to your site from other places on the web. This process is known as link building. There are many ways to achieve this; you can submit your site to the thousands of free business directories within the web. Another way is to find other sites that compliment your product or service and ask if they would place a link to your site on their links page. Most of the time you will need to reciprocate by placing their link on your site. In order to speed up the process it is best to add their link first and then send the email with the URL attached, this usually inspires a positive answer. If their answer is no, then simply remove their link and move on to the next.

The links that you generate must be related to your site in some way. Placing useless links is known as "black hat SEO". This will cause the search engines to drop the hammer on you once you have been discovered and your site will be kicked out of the engine all together or you will drop to the last page as punishment.

The second important factor is the content within your site. The search engine no longer just reads the meta-tags and keywords listed in your code, but now the search engine crawlers can pick out keywords from the content within your web pages. The more a specific word is used the higher your ranking will be when that word is searched. Content is also read with varying weights; a page title has the heaviest weight, and then headings, and then content and so on. With this in mind it is important to keep your headings and titles relevant to the product or service that you are selling.

So remember when you build/publish your site keep this in mind:

• The number of inbound links from other relevant, and established websites is especially important.
• Use relevant keywords within the title tag of each page.
• Consider the position and emphasis of keywords within your content and headings.
• Create a defined 'theme' for the site, including the number of pages indexed and the use of keywords throughout.
• Seek a listing on the Open Directory (human powered directory) with a keyword relevant description.