Many people use search engines to advertise their websites. Few use search engine optimisation. What does al this mean? Well, it means that many spend money to advertise on search engines, but few generate traffic from their efforts. Unless you choose the appropriate keywords, and you use the appropriate number of them, your website will be listed near the bottom rather than the top. Traffic will be directed to your competitors’ websites rather than your own. You will be wasting your advertising dollars. You shouldn’t use a search engine unless you use search engine optimisation as well.