Well, I assume you want your web page to come up as high as possible in search engines because that generates free traffic.

On other hand, your page has to deliver value to your visitors. Most people on web are not searching to buy something. They're surfing web to find information to solve a problem or fill their needs. If your page delivers that, they'll be back.

Fortunately that is exactly what search engines want you to do. Their job is to present best web pages possible to any search action. How do they do that?

Well, to be honest: I don't know! The only people who do know are developers of search engine software. And there are a lot of experts on web who try to find out how they do it. But that's a full time job and I don't have time for that.

The only thing I know is that search enines can't see what we see on a web page. Just go to any page and click 'View Source' in menu of your browser. That's how they see a page. They spider it, analyze it and perform some arithmetics with it, way beyond my comprehension. But they can't read images or graphics or flash and they (still) have a lot of troubles with Javascript, dynamic generated pages, fancy menus and frames. Their software only does exactly what it is programmed to do. With millions and millions of pages on web, they can't solve every possible situation. It's just a general approach.

So, if you make it easy for engine software to spider and interpret your web pages, there's a big chance you come up high in their rankings. At least you have a big advantage. That's why I always use a simple HTML-editor. It does exactly what I put into my pages and it doesn't include extra coding. Right now I'm using AceHTML Freeware, but I also like Arachnophilia a lot.

If uniformity or invisibility is in your business plan, then I recommend picking one of these. Of course, most web design firms simply won’t allow a solid online price quote, or even a firm up front bid, so consider risks when facing those scenarios.