If you have an informative web site, search engines want to send you lots of customers. That's because more web surfers find what they want, more they'll use a particular search engine and recommend it to their friends. The search engine also benefits, as it becomes known as a resource that gets its clients - searchers - to their destinations quickly and efficiently. The more people recognize how well engine works as a resource, more it gets recommended, and used. As popularity increases, so do engine's revenues from advertising.

What Does Your Web Site Need To Receive Traffic From The Search Engines? Small web sites with only 1 or 2 pages set themselves up for failure, simply because they usually don't have enough content of interest. There are of course exceptions, where 1 or 2 pages are each as long as a book. But these are awfully frustrating to read, and no one will be satisfied with them. Most often 1 or 2 page sites are simply too short to provide any useful information, so search engines don't take them seriously. Among other factors, search engines examine how deep a site is. The more meaningful content present, more weighty site is viewed as, and more importance it is given.

If you are wondering about whether to bother, ask yourself this: Why does your company have a web site? What does company do with it? Think about it. Most companies today have web sites, and most market web sites to facilitate customer acquisition, to increase their customer base, and to improve customer retention rates.

There are a number of reasons for having web sites. Many companies use theirs to enhance their customer service. Using a web site as a marketing vehicle is a great way for a company "to put word out" about products, services, or offerings.

Most importantly, remember that your web site is an online resource that your clients can use to find answers to frequently asked questions, "how to" tips, and to educate themselves. When including content on a web site, always remember that knowledge shared may be common to you, but it's likely that you are an expert in eyes of your clients. People visit your web site for your product or service, but also for information. If they find useful, relevant, information, they will keep coming back, and will likely make purchases. People like to buy from experts.

Instead of thinking of your web site as nothing more than an online billboard or business card, think of it as an online menu, that lets people get an idea of what it is you do, and how you do it. Develop a content rich website, optimize it, and let search engines increase your website traffic, naturally. If you optimize each major web page within your site, you will increase rankings in search engine results and therefore receive targeted traffic for each of those pages.

Doing each of above - ensuring relevant content is present, and optimizing pages - will ensure that search engines have what they need so they can do their work. It will also ensure that they can send you targeted traffic (customers), so that you can get that 83% of first time visitors your online business needs to survive.

2.Google might look at concentration of inbound links across a website. If most inbound links point to home page, that is another possible indicator of a link exchange, or at least that site's content is not important enough to draw inbound links (and it is content that Google wants to deliver to its searchers).

3.Google might take a sample of inbound links to a domain, and check to see how many are reciprocated back to linking domains. If a high percentage are reciprocated, Google might reduce site's PageRank accordingly. Or it might set a cut-point, dropping from its index any website with too many of its inbound links reciprocated.

4.Google might start valuing outbound links more highly. Two pages with 100 inbound links are, in theory, valued equally, even if one has 20 outbound links and other has none. But why should Google send its searchers down a dead-end street, when information highway is paved just as smoothly on a major thoroughfare?

5.Google might weigh a website's outbound link concentration. A website with most outbound links concentrated on just a few pages is more likely to be a "link-exchanger" than a site with links spread out across its pages.

Google might use a combination of these techniques and ones not mentioned here. We cannot predict exact algorithm, nor can we assume that it will remain constant. What we can do is to prepare our websites to look and act like a website would on a "democratic" Web as Google would see it.

For Google to hold its own against upstart search engines, it must deliver on its PageRank promise. Its results reflect "democratic" nature of Web. Its algorithm must prod webmasters to give links on their own merit. That won't be easy or even completely possible. And people will always find ways to turn Google's algorithm to their advantage. But techniques above can send Internet a long way back to where Google promises it will be.

The time is now to start preparing your website for changes to come.