In order to rank well at any search engine it has become critical to use basic techniques of appropriate content and page architecture to provide search spiders with indexing and ranking scorecards. We all know by now that metatags, including title, description and keyword tags as well as image alt text is important. Most of us know that using keywords liberally in body text and creating descriptive hypertext links within body copy is helpful. Most of us know also that using keywords in TEXT based page navigation links (not image links, such as buttons) increases ranking and improves your score at major search engines.

For a concise overview of this information for new webmasters, visit:

http://website101.com/metatags.html

Suppose you are doing all of important items above and still need that extra little edge required to gain visibility in engines? Here are a few techniques to tip scales in your favor.

1. Gain link listings from large *Targeted* high traffic sites that are complementary to your business. Sometimes paid listings in these types of directories is well worth cost of entry. One such directory would be small business section of Business.com, $199 will gain your company dramatic link relevancy increases in Google and it's search partners. Specialists should consider sites appropriate to their professional category such as Law and legal sites for paid directory listings. Try contacting "guide" at About.com for a link from your subject category for an often over- looked and valuable link from a guide site at About.com. (It's Free)

http://www.business.com http://www.about.com

Big Picture Myth One – Search engine ranking leads are not as good as those which originate from other forms of traditional marketing (print, direct mail, PR, etc.) – this is absolute hogwash, truth is many agencies don't have a clue about s/e ranking, so they push their clients to ignore this form of advertising. They simply don't want to recommend anything they don't understand and/or utilize an interactive marketing vehicle that requires a blend of very specialized technology and processes.

We've in fact found just opposite when we've analyzed s/e traffic versus other types of leads for our clients; i.e. search engine traffic can be much better, as it is comprised of individuals who are actively seeking info, not just people whose curiosity has been piqued by an eye-catching publication ad or press release. And, when we've analyzed data by tracking leads via a landing page (on a web site) we've discovered that CPL (cost per lead) numbers can be much lower for s/e ranking than other more traditional marketing methods.

Big Picture Myth Two – Effective s/e marketing can be done in house – this is rarely case, sheer complexity and online competition (digital warfare!) for rankings makes this extremely difficult for most companies. Based upon our analysis over 73% of corporate accounts don't understand basic fundamentals; i.e. how to properly use keywords, meta tags and titles and worse, don't submit their web sites to top tier Directories (Yahoo, LookSmart, OPD) and hundreds of second tier directories.