Swiftly, search engines have become uncompromisingly but predictably the dominant force in a world where barriers are only limited to your imagination. And in a world where the average website will gain, in some cases, up to 90% of traffic from search engines, it has become vital to master the ?search result world?.

However, thriving in such world does not come easy nor does it come cheap. An even bigger problem that our websites face today is that gaining such results are not guaranteed. One can only hope that after obeying every rule in the book and eye-bowling the competition may one day lead to a better search engine rank.

There are hundreds of thousands of so called ?SEO experts? which claim to place any website in a privileged position on search results in any given engine, obviously pointing out the most dominant of them all, Google.

Unfortunately for some, however, there is no such rule, no golden cup or prize. The entire purpose of this is to keep the search results clean and relevant. The last thing we want is to run a search query and find irrelevant results of websites that have overdone their homework and are littering the results.

Search engines use highly ?crafted? algorithms build by geniuses to index the web and these are kept at the highest secrecy. If these search algorithm index methods were exposed, every website, good or bad, could find themselves in the first page of Google returning very irrelevant results and even dangerous ones. Google would loose their quality results reputation and would in time be replaced for a more secure and precise search engine. Google is not willing to put their business on the line so I can assure you nobody knows the algorithm, there for nobody has a formula for ranking well. Hence, all guarantees of a first page presence are a mere hoax.

There is a way, however, of making educated guesses and find a path through all these impossibilities to ranking well. Web sites have to be well optimized and a lot of relevant linkage is need. Other than this there isn't much that can be done but hope.

PPC on the other hand, can be extremely effective in testing potential prosperous keywords that might just turn your website into a money making portal. Achieving this will demand extensive research into which keywords to optimize for.

If you are looking to rank well in organic results and have an effective PPC campaign then you must use them wisely.

Optimizing your site for your primary keyword or phrase is the key. These may take an unprecedented amount of time but unfortunately its the way of the web. By optimizing for your primary keyword you can concentrate your PPC campaigns on discovering keywords that are undisputed for, with great potential value.

It is possible to find phrases that for your site are invaluable but surprisingly not competed for by most sites. Placing your site in a position where it is the only relevant result for a given keyword is near winning the lottery. Hunt for keywords that your potential customers are using and find which ones are competed for the less. Concentrate your PPC campaign on these words and the results can be altogether overwhelming.