The biggest concern for search engine companies like Google and Yahoo is finding content that will bring them more traffic (and thus more advertising revenue). In other words, their results must be relevant. Relevant results makes for a good search engine; irrelevant results makes for a short-lived search engines.
Most search engines these days return two types of results whenever you click search:

· Natural/organic – The “real” search results. The results that most users are looking for and which take up most of the window. For most searches, the search engine displays a long list of links to sites with content which is related to the word you searched for. These results are ranked according to how relevant and important they are.

· Paid or (“Pay for Click”) – pure advertising. This how the search engines make their money. Advertisers pay the search engines to display their ad whenever someone searches for a word which is related to their product or service. These ads look similar to the natural search portion of the results, but are normally labeled “Sponsored Links”, and normally take up a smaller window This is a good way of creating instant results while your web site is being optimized.(see our PPClick page)

When people use search engines to find content, they normally pay a lot more attention to the natural results than the paid results because they know these results are more relevant and hold's a lot more credibility for your company and its web site (users know the “Sponsored Links” are simply ads).

How search engines decide what appears in the ‘natural’ search a result Important Information: You cannot pay a search engine in return for high ranking in the natural results. You can only get high ranking if your content is seen as relevant by the search engines.

Search engines identify relevant content for their search engine results by sending ‘spiders’ or ‘robots’ which ‘crawl’ (analyze) your site and ‘index’ (record) its details. Complex algorithms are then employed to determine whether your site is useful and should be included in the search engines results. There are 100’s of on-going things that we do to your web site to achieve high rankings, because this is such a complex process and can only correctly be done by Hand, which most web designers do not have the time and specialist knowledge. From many years experience of search engine research which Horizon have achieved. It is cataloged by many university studies, that if your web site is not optimized to be search engine friendly, and as no continual optimization there is no way your web site will achieve high rankings.