Positioning

So now you have a web site - but who really cares.

It's not enough to get a web site up, you need to get people there.

Web site promotion, web site positioning, search engine optimization, or whatever you want to call it, is a neglected part of most web sites.

There are many web sites that have been beautifully designed, but fail in a very basic element, the are pretty to the eye, but the search engines find them ugly. Why is this?

Search engines, such as Lycos, Yahoo, AltaVista look at a site for content, not looks. They use this content to decide how to categorize the site, and what keywords will get to the site. Many web designers are totally unaware of what rules the search engines use, and how to ensure that the site is designed to provide the SE's the content for which they are looking.

As a simple example, suppose the web designer painted the title of the site on a wall, then took a photograph of the wall, and stuck the image at the top of the site. You and I can clearly see what the title is, but all the search engines knows is that there is some kind of picture there, so it goes away totally ignoring the title of the site. Somebody who type that word into a search engine will never get to the web site keywords will get to the site. Many web designers are totally unaware of what rules the search engines use, and how to ensure that the site is designed to provide the SE's the content for which they are looking.

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