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Posted by Steven Taylor, Jan Benschop

So, you’ve just put together your own web site. Good for you. Or, you just got your friend or cousin to put together a site for you, but after a couple of months, you don’t see any change in your cash flow. You have lots of links, lots of key words, lots of goodies that you’d think would get you found quickly and put you at the top of every search engine. Close, but no cigar: you have to earn your top spot on the top search engines honestly, and that means giving your customers a wealth of useful information.

The search engine programmers put it together that way on purpose: some sites were practically including the dictionary on their pages, thereby spamming people who search for anything into landing on their sites. Something had to be done to optimize each search into giving only information germane to the search parameters. Now, while the number of useful links, back links and keywords are all part of the group and strategy that make a good SEO because they are a good part of how search engines index web pages, what matters just as much, is how much content you have that supports the core of your business: its Raison d'être, or reason for being, so to speak. What matters just as much, is how well your HTML code helps your potential customers navigate to the heart of the matter, without deflecting them to unrelated material or misdirecting them to ancillary fluff. All of it helps your page ranking.

Mind you, this is all meant to keep web surfers from feeling baited and switched, so it helps them, but it helps you too, because your potential customers will feel grateful for not having been punked.

Now, a professional putting together a web page for you really knows his or her business when the design of that page, from the ground up, combines all page elements, from content to menus, graphics to grammar, shopping carts to security, and ease of navigation to flow without obstruction through search engine spam barriers, not because it uses guerilla tactics, but because the whole concept is well-crafted.

That, in a nutshell, is why you should seek out a true professional: your welfare on the Internet depends on it.

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