The search engines work with an algorithm and if your website is not optimized with these algorithms, then your ranking with the search engines will suffer tremendously. Keywords: Keywords play a very tricky game. Every user that searches online, types a keyword into the search box. The search engine finds matches to the search. Remember, users generally use very simple and direct keywords for their searches, which implies that if your website has the correct keyword combination, it can help your business enjoy good rankings in the search engines.