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If you were opening a store on a busy downtown street, you’d have a prominent sign out front that let people know what your business was all about. You would probably have your products displayed to their best advantage in the front windows to let people see exactly what you have to offer. That’s basic curb appeal designed to take advantage of all the people walking by. For a web-based business the principles are the same, but the tactics are a little bit different.

On the internet, of course, nobody is walking or driving past your storefront and noticing your sign. Instead they are searching for internet businesses like yours on the major search engines. The results that the search engines spit out for each search is a listing of store signs. Even though they’re all displayed in the same font and at the same size, metaphorically speaking, the biggest and brightest signs are those at the top of the results page. Those are the ones that will catch the customer’s eye first.

Once they catch sight of the sign, they’ll take a peak in the window. The storefronts with the best window dressing are the ones which are most likely to attract those potential customers to walk in the front door. Returning to our web-based business, the sentence or two that appears under your website’s name in the search engine results page serves the same function as window dressing in a brick and mortar store. It is this brief two sentence sales pitch that will determine whether the customer clicks on the link to enter your website or if they keep on walking down the street to the next store in line.

Getting your sign in front of your potential customers and then presenting them with a ten second pitch that entices them into your store is all about search engine optimization. By designing your site to be friendly to search engines, you can present the message you want and get that message ranked highly on the search results page for the terms that are most likely to be searched for by potential customers. In the same way that you would never open a business on main street without a sign telling passers by what your business is all about, you should never open a web based business without making sure that your website is properly optimized to get your message out to those who are preselecting themselves as potential customers by searching for words related to your products or services.

Search engine optimization is is not an option for web based businesses, it’s a matter of survival.