Internet search engines exist to organize the seemingly immeasurable amount of information available on the web. They direct people to pages that are relevant to their searches, pages that discuss the exact keywords they are looking for. For a business that receives the majority of its clientele from search engines, search engine rankings can make or break an e-commerce company.

Search Engines

Search engine optimization (SEO) is the marketing technique of enhancing a website and its contentt in order to increase the chances of achieving a high rank on search engine result pages (SERP) under relevant keyword searches.

Search engines are very secretive about their criteria and ranking systems, they continuously update and revise their algorithms (a mathematical formula used to determine which web pages are displayed in search results), and therefore, there is less likelihood of webmasters and search engine optimizers being able to achieve higher rankings by manipulation and spamming.

Each search engine has its own formula and criteria for indexing and ranking pages. One can analyze SERPs and backward links (aall the links pointing at a particular web page) and attempt to determine a search engine?s indexing criteria, however, there is a lot of risk involved in relying on a limited number of optimization techniques.

Because of the unpredictable nature of search engines, a website can easily move from a top ranking position on a SERP down to the third or fourth SERP or even banned from the search engine altogether.

To Trust or Not to Trust

There are so many unethical SEO companies that claim to be able to achieve your website #1 rankings, they use overwhelmingly aggressive marketing techniques, and attempt to manipulate search engine results, that they give the industry a bad name.

The main problem with SEO companies is that they base their methods