This is an intricate topic which has been debated since the birth of the Search Engine.
Most
search engines use a complicated mathematical algorithm to calculate
the ranging of a particular site. This algorithm is a trade secret and
the basis of their existence, they will not share it with anyone.
Some
marketing companies will claim, “We can get your site to appear in the
top 10”. Although, technically, they might be correct, this top 10
ranking will only appear as a paid listing and may only last for 30
minutes per day or until your paid advertising budget has expired.
There is no magic formula to making sure your site appears in the top results of a search engine.
You
can however, make life easier for the search engines by having content
that is relevant to your product. For example, if your product is
insurance, there is no point having your page title read “Welcome to
ACME’s new Web Site” unless you want to be found by someone typing in
‘ACME’s new Web Site’. Consider using some keywords relevant to your
business such as ‘classic’, ‘car’, ‘insurance’, ‘brokers’ and changing
the title to something closer to ACME Classic Car Insurance, your
Australian Insurance Brokers.
Web sites are promoted offline via the conventional advertising methods:
print ads, radio, television, brochures, word-of-mouth, etc.
Once
you have created a web site, all of your company's printed materials
including business cards, letterhead, envelopes, invoices, etc. should
have your web site address clearly visible, remember, this is an easy way for you to communicate to your customers.