Google's original breakthrough was the famous Page Rank by which websites were ranked.
It has made a technological leap which has led to the search methodology which we are adopting at present.
Apart from Google, the other search engines like Yahoo, Ask, etc.
also help people look up for the products, services, information and ideas on the internet.
Thus web advertising is playing a major role in the business world.
For your web advertising to yield desired results, your website should top the search engine result pages.
Whenever search engines are used to search for a particular product/service, the top result will always get the prime attention.
It is always said "first impression is the best impression".
If the top result's website is very attractive and contains the relevant information, the person who searches will tend to skip the other results.
Only a few will look up the other results contained in the first one or two pages but the indisputable dominance of the top result can not be over emphasized.
Every business will wish to top the search engine results or at least, they will vie with each other to get into the first two pages of the search results because it acts as a cash cow to businesses.
If their websites are viewed by more traffic, there is a likelihood of their sales going up, but the methodology by which the rankings are done is opaque, though it may not be unethical.
But businesses must understand that the chances of getting into the first two pages of the search results can be brightened if the content of their websites are good and well-written.
It will be a self-destructing trap if they engage in any other tactics like making the website very attractive or if they resort to SEO techniques instead of putting their focus on the content of their website.
All these attractiveness of the website and SEO techniques should not precede improving the content.
These things will give only short-time success to the businesses.
Only a strong and well-prepared content will give a sustained position in the search pages.
It should also be understood by businesses that if they want to use web advertising to the maximum, they should closely monitor their position on the search pages and adapt smartly to the evolving and changing trends.
This should be part of a continuous process.
In other words, search engine results are a good feed-back to carry new ideas.
Hence, strategies should be modified taking into account the number of viewing by potential customers.
If the viewings come down, it is a 'wake-up' call and there is an urgent need to modify things, particularly in this competitive environment.
But one cannot overlook the merits in the argument that the top position or a position in the first two pages of the search results will definitely bring much benefit to the business.
It is the market that dictates which the preferred product is.
Hence businesses should keep in mind that the motive of their businesses is to serve the customers' needs and requirements.
Earlier, it was the businesses that were calling the shots but now, the reverse is the case.
Therefore, websites must be redesigned and re-worded so as to create the impression in the customers' minds that the business houses are waiting to serve them and their requirements.
If the business houses think that they are running the show, it is a misconception.
It is the customers who are literally "running" the business.
Customers are the very purpose of a business.
This has to be kept in mind and businesses should do their best.