Having a website does not automatically mean that the information in the website can be found on search engines such as Google, Bing, AOL, Yahoo, etc. Information is located by search engines by use of keywords or phrases. Typically it requires a few weeks after the initial publication of a website on the Internet for the search engines to visit the new site. During the search engine visit the website's information is reviewed and recognized by the particular search engine such as Google. There may be thousands or websites already recognized by the search engine regarding the information or products available on the new website. As the newest website it is not unusual for the new site to be placed at the back of the listing for the particular information. The term Search Engine Optimization or SEO refers to the practice of making a website "optomized" for search engines.

For example, a new bridal shop publishes a website. One of the primary keywords for the website might be "bridal gowns". When someone searches Google, for example, and puts in the keywords "bridal gowns" for a particular area, thousands of websites might be listed. The problem is that there are only approximately ten websites listed on each page of Google. Therefore when Google lists the websites for the keyword "bridal gowns", the first page of listing will be limited to the ten or so highest ranked websites offering information and products regarding "bridal gowns" The term rank or search engine ranking refers to the position of the website when a word or phrase is searched.

A person putting in the keyword phrase "bridal gowns Raleigh" will have over 50,000 websites listed.

A new website wishing to be found when someone searches for "bridal gowns Raleigh" face a major challenge. The new website starts out behind 50,000+ existing websites listed with the search engine. As the newest and most recent website, the website must earn its place if it is to move forward in the listing.

Fortunately, search engines are constantly searching for the best and most pertinent information regarding keywords or keyword phrases. The search engines are constantly reviewing the information available on the Internet and modify the ranking and listing accordingly. In effect websites compete to provide the most impressive and significant information. The winner moves to the top of the list, or in the case of search engines, to the first page or pages of the listing.

Unfortunately, people who use search engines typically look at only the first page, or first few pages, presented by the search engines for any particular keyword or keyword phrase. Websites listed beyond the first few pages usually receive few viewers.

One way to be on the first pages of the search engines is to pay to advertise for a particular keyword or keyword phrase. H&A Webcrafters can assist a client in developing a budgeted paid advertising plan and implement the plan for a very cost effective investment. The primary benefit of internet search engine advertising is that the advertiser pays only when someone clicks on the ad and visits the advertiser's website.

Another way to move forward in the search engine listings is to produce a website with information optimized in a competitive manner that earns higher ranking from the search engines. H&A Webcrafters begins website development with search engine optimization in mind. For clients who wish to compete for better listing, we offer a search engine marketing service that enhances the website's appeal to search engines and works toward achieving and maintaining a high ranking.