Try not to use Flash when possible. Flash cannot be read by search engines to date and will cause download time to slow a bit. If you do decide to use Flash anyway, make sure you add text to web page, so search engines have something to read and find out what your web page is about. It will also allow your visitors to have something to read while Flash file loads. Also don't use Flash as a way of navigation, as I said before spiders cannot read Flash.

It's important to add a site map to your web site. Not only will this make it easier for internet surfers to get around your web site, but it will also allow spiders to find your site's content easier and index your web page sooner. The site map should contain text links and not image links.

I highly suggest that you look at your web page with a Lynx browser because this is similar to how search engines will view your web page. There are other tools on internet that will allow you to view your web page without a Lynx browser, but see a web page just like it, so you may want to check those out as well.

Ask questions! Do not be afraid to ask what will be done to increase your ranking. Most SEO’s will have no problem telling you what they will do. They may not want to reveal their whole SEO operation. But, they will give you some insight to what they will do. Talk to more then one SEO company. Compare what each has to say. Do some research on your own. Find out if these companies have been reported to Better Business Bureau. If company or persons have had any articles or reviews written about them. Ask around. Try to have some idea of company or persons creditability.

A few additional things to keep in mind are:

Is SEO there main business or is it a sideline to other businesses. SEO is a full time job. Especially, keeping up with constant changes. Do they have a specialist? Do they outsource? How much do they really know? What are there view points on link farms and doorway pages? Will they do anything to get you links and traffic? Even though search engines frown on those practices. Can they explain to you clearly how their plan of action? Are they looking to take small steps with you? Or, are they trying to sell you biggest SEO package possible?

Follow this outline when you are searching for someone to optimize your site. In end it will be worth it.