The use of the Internet has become increasingly important for more citizens and professionals, especially when it comes to locating new products and services. Most of these users, potential customers of companies with an Internet presence, use the search engines as part of their product selection and decision-making process. However, only 7% of those who search the Internet go from the first page of search results they have made.

Therefore, the best option for those who need to publicise their products through the Internet is to maximise their positioning in the search results pages. For this, we need some new approaches like getting a keyword price calculator, buying backlinks, using link management services and so on.

In this sense, the techniques of search engine positioning are not limited to only registering a website in the search engines, but to make certain keywords appear among the best positions of the results pages or SERPs (by Search Engine Result Pages). The biggest advantage of positioning in SERPs, unlike other marketing and advertising techniques, is the existence of a prior interest in the netizen. Those users who enter a website through the results of a search engine take an active role in the search for the product, service or information offered by the website.

In this sense, it is not a passive public, but is highly motivated to consume the product or service offered. However, based on the behaviour of 93% of netizens, only those products or services that are offered in the first pages of results will be converted into effective purchases. By registering the web pages in the search engines you only make sure to appear in your database but the presence in these first pages is not guaranteed.

Currently there are thousands of websites that compete to gain a foothold in those first positions with the aim of attracting visitors and converting them into sales. The problem is that without an adequate promotion strategy, and without redesigning the web to adapt it to the parameters and algorithms that search engines use, it is almost impossible to be in the top.

Thus, the fundamental objective is to ensure that search engines classify the web with a greater relevance than the competition. This goal is achieved through search engine optimisation, popularly known by its English acronym SEO (Search Engine Optimisation) and also by the term Web Positioning.

Although each search engine operates with its own algorithms, there are some generally accepted positioning factors. Therefore, despite the fact that the positioning of a web page in Google is subject to the greater or lesser importance granted by its algorithms, it is possible to predict the position it will occupy in the ranking. When these search engines examine the pages indexed by the programs known as spiders that identify the addresses of the web pages (URLs), they collect information from their source code to calculate its relevance. It’s strongly connected to what’s called calculating keyword. In short, planning keyword is one of main pillars of SEO thus one of main keys of making a website better.