Search Engine Optimization, or SEO, is how we define the activity or process that improves search engine rankings. Each time an individual types in search words the search engine, such as Google, Bing, or Yahoo, the words then go through their ranking system to determine which web pages are the “best” to display to the searcher.
When the search engines rank and select the pages to be displayed they are looking for interesting and authoritative pages to display because they want the searchers to return and continue to use their search engine. If Google was to show its searchers unrelated, or poor quality, pages in the search results they would lose their reputation and searchers would look elsewhere, to places like Bing or Yahoo, when they want to find information online. Google as the search engine does it job by effectively ranking good quality pages and providing them to their market. It is up to you to create and ensure that your web pages have the quality that Google likes to promote. The Search Engine Optimization so complex that it has its own periodic table that explains the key concepts you need to know to successfully optimize search engines.
In order to successfully utilize search engines you and your brand must create and develop good quality web pages that provide searchers with the appropriate information they are looking for. If you cannot create the good quality for the searchers then the search engines will give you a low rank within their system and the unfortunate reality is your web page will not be at the top of the search list and your web site visits will not increase.
Of course, as a web page owner, you have to option to pay for ads to be at the top, or bottom, of a search page but you should also want have a good ranking in the “free” searches as well. If you can pay for an ad on Google, good for you this will increase traffic to your web page and possibly increase profits for your company. Now on the other hand, if you can be one of the sites at the top of the free search list then it is a compliment to the quality of the content of your web page.
In the end it is all up to the web page developer to create and input the high quality material that will get your web page as close to the top of the list as you can get. That is what the search engines are looking for when they distribute their search lists because they are also a brand and want their brand to be reputable.