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Search engines, Google and why they all matter. The never-ending battle with search engines is the competition for the desktop. From the early days of Yahoo (previously the King of the search engine), to today, where the term "Google-it" is pretty much a household term.

There are many search engines available to users - but the primary ones are Google, Bing (previously Microsoft's MSN Search) and Yahoo. Google hold a 66% market share above Yahoo (17%) with Bing catching up (11%) to some degree due to some of its clever use of technology and slick interface.

With the search engines being the primary starting point for most household’s quest for information - its essential that your company or website is listed as near to the top as possible. On most search result pages a list of websites will be displayed in what we call the "organic" section or the "paid for" section.

On Google for example the left hand side (except for the top 3 results highlighted in yellow) of the page is the organic section, and the right hand side is the paid for section. In the Google world the technology that drives its "paid for" listings is called adwords.

For anyone selling online however, when examining traffic – it’s important to understand that organic results attract 90% of the clicks to a page as opposed to adwords which attract the remainder. This is simply due to the fact that users try and avoid adverts as much as possible as they know they are being "sold to".

While its important to examine all the search engines, (you never know who will have market share in 5 years time) today Google dominates the search space and so for the remainder of this chapter we will focus on Google for search engine optimization.

SEO is the methodology we use to gain a position on Google in the organic listing section. This position is called a SERP which stands for Search Engine Ranking Position.

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