Just showing up in your potential customers' search results is the easiest way to use Google for free advertising. To show up in the first page or two of results, you'll need to optimize your website to achieve the highest ranking possible. You may already be aware that you need to spend some time getting the right keywords on your website and increasing your "link popularity." But you might not have known that Google looks at the first block of text it encounters on your web page and uses that for the few lines displayed about your site on search result pages. So if you want to get listed and also catch the eye of your customers, make your first paragraph of text count: To be most effective, it should be roughly 300 words with about 8 percent of them being keywords.