You're referring to an e-business technique called search engine optimization (SEO).
Tens of thousands of websites compete to achieve top ranking for their chosen keywords and keyword phrases. Search engines use a variety of formulas to rank sites, including elements like number of page visits, number of links, meta tags (invisible coding) and keywords used. Some engines rank according to who pays them the most. Many businesses would be better off using the lesser-known, often more specialized search engines than trying to fight it out with millions of others for top rankings on Google or Yahoo.
Keeping track of search engine optimization rules can be a full-time job. Another option is to hire an SEO firm to do the work for you. There are several in most major cities. Because it’s so difficult to achieve a top ranking, many sites are buying pay-per-click search engine ads.
However, unless you are operating a mass consumer-oriented website that lives or dies on website traffic volumes, you may not need to exercise these options. If your site is an adjunct to another business, operates in a special business-to-business niche or merely serves marketing purposes, you don't really need high traffic volumes. Direction of traffic to your site will likely come from other, offline methodology or through viral marketing techniques. Lesser-known search engines can also be useful here because many will give you a higher rank in a narrow field, and are better suited to your target markets.
To learn more about search engine optimization, most colleges and school boards in major cities offer continuing education courses on the subject. You may also want to sign up for the free newsletter on the subject at www.clickz.com.
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