... How to make sure search-engine users find your Web site Ensuring your website is ranked highly among search results is key to attracting traffic and money to your business. There are a number of ways you can improve your standings - here's a few of them. 12/8/2008 5:00:00 AM By: Christopher Null Whether your Web site is brand new or 10 years old, managing how it appears to search engines is crucial to its success. The typical Web site gets 61 per cent of its traffic from organic (nonpaid) search engine results, and 41 per cent of all traffic from Google alone . Ensuring that the company's site ranks highly in search results is, for most businesses, a make-or-break proposition, which is why search engine optimization (SEO) is now a multibillion-dollar industry. No one knows exactly what combination of tactics will maximize a Web site's ranking in search results, but a lot of smart people have developed some good approximations based on history and empirical evidence. I asked three experts--Rand Fishkin of SEOmoz, Danny Sullivan of Search Engine Land, and Michael H. Fleischner, author of SEO Made Simple --about what tips and tricks they thought someone just starting out in the SEO game ought to know. The best and brightest of their recommendations follow. Know What Keywords to Optimize Search engine optimization is useless if you don't know what you're trying to optimize. For some businesses, picking appropriate keywords is straightforward: A candy merchant would probably choose candy, chocolate,