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The more key phrases your site is under, the more exposure your site has and the more potential customers that come to your site. This is the simple explanation. The piece that is not as obvious is how people think on the web. The psychology of web searchers is different than yellow page, television or magazine ads. Having an ad stand out in print from other ads or from a story, or a television commercial that sparks an emotion is a different way of thinking that is not there with exposure on the web until they visit the website. All the listings in the major search engines have a title that is linked in blue and a short narrative below it. People quickly scan the title and description to see the words they searched for and how they were used and some people don't even do that. People click on the results and go to your website, a portal or digital brochure of your products and services. They have already committed to seeing what you have to offer, but not by standing out with graphics or striking an emotion, rather simply by the placement you have on the search engine results page.
People trust the search engines. However their brains work, thinking certain combinations of words should help them find what they are looking for, making them feel in control of what they are looking for and what they are finding. A good SEO company is really the one getting websites the exposure on the search engines. Being on the first page of the search engine's results page earns consumer trust. An older site, a newer one, being on the first page of the results is the digital equivalent of ads that said in business for 30 years, or family owned. It goes unsaid, but the site is stamped with some sort of search engine approval, not that the search engines promote any site, but that the search engine vouches that the subject matter is what a specific person was looking for.
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