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Although search engines, like Google and Yahoo have programs that scan websites, with the right optimizer, you can use these programs to your advantage. How can you do that? The program determines the value of the site by finding the right information on the website. Now if you optimize your site, you can actually present the right information the programs are looking for. The keywords are the first thing the programs are looking for. For your site to have higher ranking on search engines, it should have the right keywords.