Some even suggest that optimizing a site for search engines can be penalized because it looks like a "professional site". The alternative is to create an "amateur site" with spelling and html errors to avoid "optimization penalty". Others state that adding content or articles to a site buries your site to searches because those articles may be all over Internet, and your site offers nothing unique. Of course, you may write articles for reprinting by other sites, which means you get a link back to yours.

My thoughts suggest that all of above is true. Every idea has merit, except rude concepts like SPAM, or sneaky search engine manipulation like cloaking. Link farms, once considered by web gurus as effective, now become part of sleaze factor while being duly penalized by spiders. Maybe all these methods work, but they represent sleazy marketing tools.

On my desk, a two volume stack of marketing tips by a well known Internet success collects dust. Although I've read it from one end to another, I've not implemented all of suggestions. One considerations seems obvious from these three ring binders: every rational and ethical concept should be tried and tested at least once.

Rules may change, flux, waver, but your commitment to offering valuable information and product assures your success. I'll bet basics will always work: carefully written HTML, limited graphics, lots of content, products that work, and resources that serve. Avoid getting flummoxed by all changes, just read, adjust, and proceed with passionate confidence. All of your effort will pay-off; just don't expect it to be too easy because you can't nail a spider web, and remember, "No matter what statistics say, there's always a way" (Bernard Siegel.

Make it unique. Website content that can easily be found elsewhere is worse than useless, because it makes your business appear commoditized. Don't recite same tired advice being given by all your competitors - host unique and specific material on subjects not being covered anywhere else on Web. Use your background. Demonstrate that your practice is one of a kind, by hosting information that only you can provide.

Make it well written. Your expert credibility can quickly be damaged by poor writing. Be aware of professional writing and publishing standards (found in Chicago Manual of Style, available in any bookstore), and follow them. Hire a ghostwriter or professional editor if necessary to help make sure that your copy is clean and elegant. Never host any material that calls into question your intelligence or literacy.

A website can build or destroy an expert reputation; deciding factor is content quality. With sheer amount of useless, outdated, poorly written material on Web today, average Web user is almost desperate for information that can be relied upon.

Create an online resource that your clients value, and they will keep coming back - building your credibility, refining your market, and increasing your income.