Being highly placed in search engines is necessary, just as is being in the Yellow Pages phone directory. You probably went to the category, reviewed the listings and started calling the 'A', 'B', 'C' and 'D' listings closest to you or that had an 800 number. It is the same in the search engines. Getting a top 30 placement is very difficult. It takes up to 120 days to accomplish.
Search engines operate by 'algorithms' or, in the vernacular, 'sets of rules'.
On average, each engine has about 15 rules by which it evaluates a web site, prior to placement in the engine's hierarchy. Each evaluation point is weighted differently and is closely associated with your chosen keyphrase, domain name, meta tags and other areas of your site code. Too many people fall into the wrong pattern of building a web site then thinking about how to market their products and services. Knowing what the market demands prior to mounting the supply is the smart thing to do. Before you build your tool, you need to know what you are trying to accomplish on the web and how this specialized tool can help you accomplish your goal.