Strong brands have created and sustained demand. Most businesses however need to be visible to increase their turnover. They need to appear on the search engine when important keywords are used for general enquiries because their name alone is not enough to guarantee traffic to their websites.

The internet has transformed consumer spending and everyone has a website even if they are not selling directly through their site to the public. All the major fashion labels and all the world’s leading retail stores from Fifth Avenue to Knightsbridge and Oxford Street have websites even though they are not intended to sell directly online. Search engines such as Google respond to a browser’s general enquiries by producing lists of relevant websites in response to the words typed in.

They do not need to be sites actually selling directly; they are the means by which enquirers find more information on a product and its availability. Every enquiry will produce innumerable pages but in reality few people will go past the second page of the list. There will always be sufficient options on those two pages so a website must strive for a ranking on to those pages. If someone is looking for more information on a subject it is unlikely that they will need to go past the first twenty listings to get their questions answered on a topic or to find the competitively priced item they are looking to buy.

There are a number of reasons why Google will rank a website so highly and there are internet marketing experts who can advise on the ways to improve a website’s visibility in an effort to get there. That can involve a number of modifications including the use of keywords; it comes under the title of search engine optimisation and there is certainly an argument for getting advice if you are concerned about how many people are visiting the website and how much time they are spending looking at its content.

It is possible to monitor a website’s statistics on a regular basis to see the traffic visiting a website and which pages get the most “hits.” These are the pages that a company hopes will move up the Google rankings to a position where they will appear against general enquiries of the search engine. Several pages from the same website can make up quite a proportion of the first two ranking pages. It is important to be there.