With Search Engine Optimization there are lots of unknowns, educated guesses and knowledge gained from personal and associative experience. Google, Yahoo and MSN keep their cards close to their chest when it comes to revealing how their ranking systems actually work. They tell the community trickles of information on what things can affect search engine results, how they can be improved and what to do in certain situations, but mostly knowing what to do to achieve good results is achieved by studying and hard work. Much alike other SEO consultants I have gathered information from various sources and worked constantly on improving results for customers. I am always looking for new intelligent ways to improve search engine results. I believe in "White Hat" (or more appropriately, "Grey Hat") principles.

Edition 1 of this e-book is intended for people looking to improve their websites from the ground up. I address SEO design fundamentals; the things you need to consider before embarking on any text and keyword analysis. I hope you find these hints and tips useful.

Enjoy the readings herein.

- Chris Diprose

The Website Revelation - What owning a website actually means.

As a Web Developer and SEO consultant I deal with many existing website owners who are looking to modify or improve their website. I also deal with many people who are looking to start their web presence with a new website. Through both of these interactions there is often a common theme; a misunderstanding or an attitude. I call this a misconception of reality, as often the reality of what the Internet can actually do for the persons business and what they think it can do differ massively.

Often it is presumed that by simply owning a domain and having a website built and published on the Internet, thousands of people will magically find the website, visit it and buy their products. "If you build it, they will come" should be removed from the vocabulary as soon as possible if you are to adjust attitudes to the underlying search technology. As a businessman in the real World, it is obvious that it would not happen outside of the Internet ether, so what is so different online? Maybe it was the Technology boom 10 years ago that caused a rift in understanding or maybe the buzz that caused the meteoric rise in the stock prices of Tech Companies, I can hear the thoughts of the small businessman, "surely this can be replicated for my business" - in answer I would say, "well, it is unlikely, but you should be able to achieve some results over time".

It is most important when taking on a project like Search Engine Optimization for a website, to know that it is important to be committed for the long haul. It is no small task and sufficient funds need to be allocated to the project. Delivery deadlines need to be correctly scoped against required changes, in order to meet client expectations. The key points of responsibility to the SEO project are in knowing that there are big changes near the start and during setup but the changes do not stop after setup, there are a continuous ongoing refinements to the design and system over time. In this regard I find it important to manage expectations and set realistic long term goals on what a website can be expected to achieve and in what time frames those goals hope to be met.

So what should your goal be when you are delving into SEO for your website? Well, everyone's goal is exactly the same; improve page rankings, improve page visits and hits and finally gain more sales through the website.

When it comes to SEO and achieving these goals you have to have principles and my main principle is, "Good websites get good ratings and bad websites get bad ratings or none at all." As time goes on with the improvement of search engine technology and the refinement of search engine results this statement becomes truer and truer. I believe in results through "white hat"(reads; "Grey Hat") principles and methodologies.

What are "white hat" principles? I guess I would compare it to doing things the honest way and the right way without risk. So develop a good site, promote good linking, have good informative content and keep working on it and then you are on the road to good rankings through "White Hat" principles.