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The internet has been called “the Information Superhighway” in popular culture. In reality, however, It’s not only a superhighway, but also a complex maze of congested city streets, winding back roads, and dark alleys. Without a good roadmap or the equivalent of a website GPS device, it can be difficult or impossible to find one’s desired destination without getting lost. Search engines are those roadmaps.

Search engines help internet users find whatever it is they are looking for, whether its information, pictures, videos, or music. The major search engines send out software robots called spiders to follow every open link they come across and report back with information about each website and the content that it contains. Using this vast database, the search engines can sift through millions and millions of websites every time a user enters a search term to deliver a list of those websites that it considers most relevant to the user’s search.

Depending upon the text that the user entered in the search field, the list of returned websites can include private blogs, retail websites, hobby websites, or a number of different types of websites that contain information pertaining the searched text. Search engines try to deliver the most relevant web sites first on the list. For businesses, achieving top results for search terms related to their goods and services is a major determining factor in how many potential customers visit their websites each day.

The practice of customizing a website to help it rank well on search engine results pages, is called Search Engine Optimization (SEO). SEO is achieved, in part, by providing the spiders sent by the major search engines with enough information concerning your website’s focus to convince it that your website is the one that would most interest anyone searching for terms related to your business. Search engines also take into account the number of incoming links to your website from other sites with similar content. In other words, if a number of popular blogs or consumer websites related to fishing or fishing gear link back to a web page that sells a particular line of fishing lures, then each link is considered to be a kind of recommendation about the quality of the website that sells those lures. The number and quality of these third party recommendations also weigh heavily on the search engine’s estimation of a particular website’s relevance for a given search term.

Incoming links from relevant sources and rich content related to the topic are just two of many factors that help determine a website’s search engine ranking. SEO marketers can help website owners increase their position in search engine results and increase the flow of potential customers that visit. SEO experts, in other words, can help give your business a prominent billboard on the information superhighway so that you get noticed.