One must always be sure to consider the users of search engines when developing a strategy to increase search engine positioning or ranking.
Essentially, people use a search engine to find information. They type in a keyword or phrase and wait for a long list to appear. When considering positioning, one must ever be mindful that there are hundreds of ways to look for "islands lost in an ocean of search results" and a variety of ways to spell and misspell them. Therefore, it is important to be ever mindful that a variety of ways to phrase your text is important. Search engine uses misspell words, add erroneous words, phrase, and often use a seemingly meaningless word order when conducting online searches.
Typically, people employ one of two methods of using a search engine. We call the first method "drill down" search and the second, "targeted" search.
A "drill down" search involves starting with a general category and then choosing more specific result fields. In effect, it is narrowing ones search. We typically accomplish drill down by using a search engine to find an informational hub, an authoritative site that links to other sites. This makes it important to insure you list on both the search engines and top informational hubs or sites listing other sites.
A "targeted search" typically involves a search engine user trying to find a particular person, product, service, or website. In many instances, a searcher is trying to find a particular site but does not remember the URL. The proper use of keywords and phrases identifying your particular name, product or service is vital to successfully reaching these users.
Once presented with a list of search engine results, it is interesting to note how users determine which sites to visit and which to ignore. Users will typically first scan the listings reading first the title and then description of a particular web page.
Pages that are untitled or merely say "Home Page" or "Contact Me" or less likely to be viewed by users than ones that have specific information such as "Private Island vacation For Free". At the same time, the descriptions of individual pages must be clear, concise and attractive.
Searchers using a "drill down" approach are more likely to gravitate towards sites offering comprehensive information on a particular subject; including phrases such as "review the world’s top 50 private islands" can dramatically increase the amount of traffic to a website.
Searchers are often eager to get away from the random nature of search engines and to move over to a site more specific to their particular needs and interests; they seek out quality informational websites.
If you are offering products and/or services, you will likely find that targeted searches are more advantageous for your needs. In that instance, including items such as product or services reviews or feature comparisons in your listings will help greatly.