What about redesigns?

The first and foremost role SEO has when a site is being redesigned is to ensure that web designer doesn't change all page names when performing a site update. Otherwise, when new site is launched, traffic to site may substantially drop off when people click on search engine listings that no longer exist.

To combat this phenomenon, consultant will advise designer to re-use old page names as much as possible. If that's not possible, there are two ways to deal with this problem:

1)A custom 404-error page can be installed to inform visitor that page(s) no longer exist and present them with several options to continue into site. 2)Redirection pages can be set up which use old page name and an informative message for visitor. The pages should offer one or more clickable links, and might include a timed-redirect that should be at least 30 seconds before taking visitor to page with new name.

The second option is more desirable, since it allows search engine to note change, follow link to new page and add it to its index at some later point. And of course, if new pages are added, or filenames have to change, it provides a chance to use filenames that can be optimized with keyword phrases.

Just as you are unlikely to turn an SEO consultant into a web designer, you can't turn a web designer into an SEO. However, SEO consultants and designers should work together to bring all of their skill sets to table. The SEO needs to understand that graphic images can be very important in visual appeal of a well-designed web site, just as designer needs to understand benefit of having a home page title that says more than just “Home.”

Don't swap links with 'link farms' - or sites that may have a penalty* All links aren't equal - value of a link decreases as number of links on page increases and Page Rank of a site will determine how valuable its link is to your site. When submitting your link to another site, try to get them to use meaningful link text with relevant keywords. Ensure that links to and from your site are relevant to your site content *A penalty can be indicated by a grey Page Rank bar or a white 'PR-0' bar. However, a grey bar can also indicate that a site has not been indexed and a white bar can indicate a site has been indexed but only recently - or has no recognised back links. Penalties are incurred when a site breaks rules set by Google - SEO crimes include:

Cloaking - a page is made to grab SE attention and redirect to URL of site in question. Keyword stuffing - keywords are 'stuffed' into image tags & other places where they shouldn't be, or aren't relevant. Hidden text - text on a page that matches background colour - so it's invisible to site visitors but not to search engines.

There are many resources on 'net to help you optimise your site safely. Search Engine Ethos has resources and links to get you started.