Being the top search result is extremely important in growing awareness for your business. Having the keywords to match common searches for your business is also a key part of having success in search engine optimization. If your business is not popping up early on in search engines, you also have the option of paying for ads to appear sooner. Spending money on ads helps bring you to the top but you do not have to spend more than your competition to do it. One way to avoid spending more than your competitors is to have better keywords. Doing this will help more people find you and click on your page without having to spend more. Having a more optimized website will help draw in more traffic while helping you avoid spending a lot of money.