Search engines and what they need:

Google, Yahoo, and MSN make money by selling ad space or click charges, but they also give away far more free clicks than they receive in paid clicks.

The responsibility Google, Yahoo or MSN has is to match the consumer search with the right product or service that was searched for. If you go to MSN and input apples into the search bar you should find that MSN compiles a list of web sites that discuss apples. Most likely this is what you will find when you do a search. What would happen if you asked the search engine for information about apples and the search results showed a list of websites with information on oranges? My guess is that you would soon stop using that search engine and the search engine company would soon fail. No one wants to take the time to perform a search only to find that the information you are looking for doesn't pull up. This causes the consumer to become frustrated which ultimately will cause the down fall of that particular search engine.

The algorithm is the brain of each search engine; it determines which sites get placed at the top as well as the bottom positions. The algorithm is not influenced by money it is a set of qualifying criteria that will determine which non paid web sites will appear when a search term is searched for. The algorithm keeps you coming back for more search results. Paid search listings are from businesses trying to gain a profit from your company. Often ads have bait and switch as well as various other problems. When you search for a "Cadillac" you will often see an ad for some other competing car. This happens because some company has bought ad space in hopes that you might like their car. These other companies are providing you with options to your search in hopes that you will click on their ad drawing you away from the other competition. The search engine understands that people typing the term Cadillac in the search are really searching to buy only a Cadillac or to gain information about them so the search engine lists only relevant websites for the search you asked it to perform. By allowing non sponsored unpaid search results, commonly referred to as free listings, search engines can do a better job at getting you what you want, while still allowing room for the paid ads. When I create an optimized site I begin a symbiotic relationship with the search engine that ensures both our survival. I build sites with heavy relevant information and descriptions to satisfy the search engines.