The search engine approach is fundamentally driven by matching up a set of search keywords to keyword content contained in website pages. During this part of the search process the search engine will produce a number of website pages to present to the user in a results list.
If you want to be considered in the list of website pages to be presented, your website page must contain in the page content one or more of the keywords contained in the search words used by the search engine user. So the first thing you need to do is to check that your website pages contain keywords that would likely be popular keywords used by your target market.
The goal of the search engine is to give the user access to the most relevant website page that most closely matches their search request or access to the information they are looking for. You need to convince the search engines that you have that information and that your website page contains information that is of great use to the search user.
The next stage of this process is where the search engine decides what order to present these results. It is in this stage that website pages compete for final placement. This ultimately determines whether your website page finishes at number 1 or 100 or anywhere else. Having a well designed CSS web standards compliant website will help you get a step ahead of your competition. You can also ensure a higher placement by growing the number of links into your website and building a greater Google “page rank” than your competitors. You can build links into your website by negotiation and exchange of links with other websites and by advertising your website online. Industry specific and relevant links are of much higher value to you in contrast to links that do not relate necessarily to the content of your website pages.