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For a traditional store, they say, the three most important things for its success are location, location, location. For a web-business the three most important factors in its success are location, location, location. However, for the web retailer, location means something else entirely.

A website’s location within the search engine rankings determines the amount of traffic it receives in the same way that a brick and mortar business’s location determines the number of people who walk in the front door. The first key to choosing the right search engine location is choosing which search engine terms will be used by those potential customers who are in the market for the goods or services that your web business provides. There are several ways to go with this and you can choose more than one. First, you can think about categories. For example, if you are in the business of selling pet supplies, then you most likely want to aim for high placement for the search term “pet supplies.” That’s a no brainer.

You also however, will want to capture solid search engine ranking for more narrow categories and even top-selling individual products. You may want to seek good search engine locations for terms like “cat toys” or “dog sweaters” or whatever products are most likely to be searched by potential customers. An SEO marketer can help you identify the search terms in your business category that receive the highest number of queries. The most current research shows that the majority of those who use search engines, are entering two word phrases, but that doesn’t mean you need to limit your targeted keywords to just two words. You want terms that are likely to deliver highly targeted traffic to your web site, and although shorter keyword phrases may deliver more volume, the more specific the search phrase, the tighter the targeting will be.

Once you’ve selected a series of keywords that apply to your business, you need to go to work to increase your website’s ranking for those terms on each of the major search engines. Google is, far and away, the most popularly used search engine in the country and in the world. It not only leads the other search engines in volume, but if you combined the searches conducted on every other search engine, Google still has more traffic. Microsoft’s Bing and Yahoo! are second and third, each with a little under ten percent of total search engine traffic.

While there are differences in how each search engine ranks a website’s popularity, there are enough similarities such that the things you do to increase rankings on Google should also help with the other search engines as well.

Some major national web businesses use offline advertising to build awareness of their website. Most of us have seen Yahoo! television commercials, for example. A few years back, pets.com mounted a huge offline advertising program to try to deliver customers to its website. Ultimately, however, that effort failed and the company went bankrupt. For some national brands, a significant amount of web traffic can be built this way, even so, the majority of their business will come from search engine queries.