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Most people have heard of SEO, or Search Engine Optimization, and many are even paying a company to do it for them without having a clear understanding of what it is and how it works. Some have paid Search Engine Optimization companies and have achieved much higher positioning, but have not see a parallel increase in profits with the rise in traffic and wonder why.

It is important to know how search engines work in order to realize the kind of website promotion that will work best. Some are desirable, some are just hype and some are even harmful. SEO techniques can put you very high on the list of a search engine, but the fact that the website becomes so full of filler means that your audience will quickly abandon the site and more than likely not return.

Web positioning is critical to ensure adequate traffic--and therefore revenue--to your web site. There are a variety of methods, both internal and external to encourage users to find your site. Externally, SEO can work with other sites to get them linked to your site. Often times this requires that you reciprocate and link back to their sites as well. Also, you can purchase advertising on web sites hosting content related to yours.

Approximately 20% of all search engine referrals are a result of "pay per click" (PPC) advertisements. They do well on a seasonal and special event or promotional basis and can have noteworthy results, but they should not be viewed as a primary concern. PPC should be viewed as a counterpart to web positioning strategy.

Web positioning, once thought to be a secret, is the process of using content in a website that will easily be found by engine spiders. This means using content full of important keywords. This can even affect the popularity of the webpage, because the spider can explore a site with more ease, and this affects the site's ranking. The human visitor will also have ease in finding what they are looking for on the site.

Web positioning is impacted by a site's popularity. Sites that are hit often and well reviewed will be linked to often and interconnections will be created that raise its ranking in search results. For a site to reach this status, it must focus on the content that is coherent, relevant, and in-demand. A lot of times search results will include pages that are full of keywords embedded in nonsense language.

Web positioning is one of the necessary evils of internet commerce. People can't buy products or services unless they know about them. Studies have shown that the majority of online searchers never look at search results beyond the first page. Then there is another 20% that looks no farther than page two. This means that even though pages three and beyond have great listings on them, very few people ever see them.