Every organization wants to be on the first page of Google Search results. However, there are a few things to remember about how search engines work.

1. Search Engines (SE’s) serve users not websites. Their sole objective is to produce the most relevant results based on what the USER is seeking.

2. Search Engines do not create demand. If no one is searching for your desired keyword phrase, Google and Yahoo! and the many others (yes there are dozens of lesser known search engines) will have little to no reason to find and display your website. Remember site traffic comes from interested users, not from search engines - even though the search engine may be the means of getting there.

3. Search Engine nirvanna occurs when your site contains unique content that is in high demand.  If your site is the only one offering information that everyone is seeking, search engines will be your best friend.  If you are selling iPods, or are discussing American Idol on your website, SE’s will have little value.

4. Content is and will remain King. Take the focus and priority off the textual content on your site, and you diminish the value of your site to users and therefore, to search engines as well. Flash, Javascript, Images, Graphics, and other non-textual elements are not SE-Friendly. They should be used if they uniquely convey a message or have some functional value to the users on your site.

5. Search Engine’s are Not Static. The web changes every second. SE’s stay on top of these changes to ensure they are always serving the most relevant results. Therefore, your website’s ranking will rise and fall like the tide because the web is a fluid medium and you cannot control the content on other websites.