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The search engines will place your site higher in the results list than the next guy based on several factors.  One of the biggest criteria is to have incoming links from legitimate sites (sites that have a good page rank themselves).  This is accomplished by setting up profiles on social sites and forums that allow us to post about your work and your services and then include links back to your site.  In order keep your placement in the search results once they are acquired for your target search terms, keywords and phrases; we must maintain these profiles by intermittently revisiting them and adding new and relevant content. 

One site that I am currently working on is an attorney's web site.  As you probably know, the competition among attorneys is rather fierce.  You can tell this alone by the expense they pay on their yellow page advertising with their ads spanning several pages including the front and back covers of the phone books. 

Our phrases and keywords for the Attorney's site show up on the first page of Google, Bing and Yahoo.  There are several other search engines and each has its own and very different mathematical computations in deciding who shows up first on the search result pages.  In addition,  it's constantly evolving and therefore what is effective today will change tomorrow, so it is important to keep up with the latest technology and all the changes.  I focus on these changes and watch for them so that we can be proactive for clients and to keep their placement on the first page.

An important note about the search results is that all of the ads that will show on Yahoo in the very top section, in Google on the right column and in Bing on top highlighted area and right column are paid search results only.  These are ads created from the keywords that are purchased through Yahoo, Google and Bing.  The nice thing about Google ads is that an ad can be created to include your phone number and you are not charged when the ad is shown only when it is clicked on. 

A combination of Natural/Organic search (non-paid) with paid search is recommended when launching marketing campaigns since it allows you to show immediately on particular searched phrases until the natural and organic search is built up.  The natural and organic search is a process and changes occur in your search results positioning when the search engines re-index your site or acquire new content on other sites that have links to your site.