In order to effectively utilise online strategies for marketing of your business, it is important to understand certain aspects of the all important search engine and its rudamentary functionality as it alone accounts for 80% - 90% of all website traffic. By building on this base understanding, we can begin to delve into the continually evolving and sometimes complex math, science and employed strategies involved in developing successful online marketing campaigns.

So elementally speaking, what is a search engine, and how does it determine what pages to show for your query?

Put simply, a search engine is a software program designed to sift through enormous, categorised database lists of website pages and content available on the internet to find matches to a search query and rank them in an order that it determines is most relevant.

These database lists/indexes are continually updated as the search engine crawls the internet finding new pages and content to add to its ever expanding list, removes pages that no longer exist at a previously indexed location and updates exisiting entries when their content changes.

How does a search engine such as Google™ determine what pages from its list or index to show you when you type in a search query?

There is no sure-fire way of knowing the exact strategy employed by search engines to rank results and display them in their determined order of relevance as it is a closely guarded secret. However, we do understand what influences their decisions, and by targeting these areas of a website and its pages, we can improve its chances of higher relevance or ranking among search engines for particular queries.

Predominately search engines look at, among others, a websites content and its relevance to the query that a user has typed into the search engine. If admidst all the other indexed websites in the search engines database yours has the most relevant content, then you are likely to be listed first and foremost.

So how is it determined if your website and its content is relevant?

Search engines utilise a complex set of rules known as algorithms that continually advance in development and evolve as the needs and functions of the internet change. Through these algorithms the relevance and ranking order of your website and its content is determined. Importantly, some of the most influencing factors can be listed as;

	Is the information on your site authorative and relevant to the specified search?
	Does your site have a good relationship with other highly placed and authoritive sites with good, relevant (to the specified search) content? This can include incoming and outgoing linking, online articles and independent reviews between websites, specialist directories, forums and blogs.
	Do you have current, fresh content that is updated regularly?
	Is your content superior and more relevant than competitors?

Webhaus offers two distinct services to help identify and develop your online presence, as well as improve brand awareness amongst existing clientele and prospective consumers.

	Search Engine Optimisation - The process of website analysis and improvement with the intent to increase search engine exposure and rankings.
	Search Engine Marketing - The ongoing analysis, management and tracking of website traffic and online marketing strategies.