By Jono Craig August 2002

In my previous article; Top Meta Tag Myths, I found myself reflecting upon search engine optimization (SEO) misconceptions. This is a dynamic industry with its fair share of myths and even urban legends, if you will.

In this article I'm going to continue this journey and lay further SEO foundations. If you find this article useful, we would appreciate your feedback. And now, in a hemisphere far, far away the mythology trilogy continues...

Off the page myths...
"If I hide content from the browser (viewer) but not the SE spiders, I can really fox'em."

This involves the use of layers (DHTML) to hide content, especially copious amounts of mind numbing keyword-laden text just off the page. How does this work? It uses negative co-ordinates for the layer (i.e. left: -200 px; top: -200 px) in order for the browser to not display this content.

Whilst in some instances this may fool some SE's, repeat with me this SEO mantra; I shall avoid Search Engine wrath at all times...

More on layers and CSS

DHTML and CSS (cascading stylesheets) are more advanced ways of coding Web pages.

A style sheet may be included in the HTML file or it may be found in a separate CSS-file. It tells the browser how to format the text, how to position various Web page elements etc.

For more information see the WDG CSS Guide
I hid the text myth 2...
Previously I mentioned the not so subtle, hidden text technique. This makes use of the same background and text color (or close enough). This skullduggery is actively filtered out by some but not all SE's.

Hidden text myth 2 though, relies on masking the 'clever' text color via cascading style sheets (CSS). Again it may temporarily slip by most viewers, but how effective is a strategy built on such a premise?

Worse case scenario for the site owner: the site gets reported and incurs a SE specific penalty or de-listing. Perpetrators of this dodgy development deserve a good dunking -- search-quality@google.com

Header tags make paragraphs fun...

These tags <H1> etc. are often misunderstood in Website design. A header tag should be used for a short title or headline. It shouldn't be used for an entire paragraph. The header tag should show or describe related information to follow in a paragraph.

The use of CSS can allow better control over the layout of your header tags. Header tags do take time to add to your pages but produce search engine optimization benefits. Keep them sharp and to the point.

One strategy fits all myth...
There are currently two primary schools of thought in the SEO world regarding implementation. They are either systematic or pragmatic (holistic) approaches.

Systematic approaches include creating enough site content and specific pages to reach individual SE's (a page for Google, another for MSN etc). As you can imagine this approach is time consuming, absorbs resources and requires a high degree of maintenance and search engine optimization knowledge.

The pragmatic or holistic approach is adopted by a growing number of SEO's - it aims for the middle ground and is often more manageable. Either way, do not expect one strategy or approach to fit all your ranking and objectives. You will most likely rank better in some areas than others.

Build a Website; the qualified traffic will come (Van Morrison said so)...
I'm aiming this one particularly at those web designers and developers who adopt a hand's off approach. Well I only designed this site. I'm just the coder not the marketer. They never stated SEO in the RFP did they?

If you're the person responsible for getting your company Website built or positioned well, then listen up; most web development houses do not take responsibility for your search engine optimization needs. It's up to you to do some research and get the help you and your development team may need.

I don't advocate that everyone learns SEO skills - discover your core competencies and stick to them. A growing number of cutting edge Web development houses are turning to SEO consultants to help them meet their needs.

Good search results = site & business success myth...
I've seen Websites where solid search engine optimization practices have been incorporated, yet the Website usability and conversion strategies ignored. All this will produce is noise within the Website's log files, a percentage increase of inquiries but no significant conversions or substantial response.

So what happened? Imagine being passed a flyer or pamphlet to read. You read it but it doesn't motivate a response from you. More flyers or pamphlets are handed out to others. Equally the response rate remains low.

I'm a firm believer in testing a Website for usability and conversion response on a regular basis. If you're trying to sell something through a Website, this elusive factor alone is in my opinion, as crucial as a sound search engine optimization understanding and subsequent strategy.

We can dominate every industry specific key phrase there is...
I know some professional SEO's who get their clients to narrow it down to 10 popular industry specific key phrases per Website. The SEO's may add another 10 less common terms, which may bring additional traffic. The point is; you can't expect to dominate every top ten search result pertaining to your industry.

I have a fishing net analogy in this instance; some species of fish need a certain size net hole (imagine qualified Google traffic), whereas other sizes or even net types, depths, will reach and potentially catch others Other SE's, target markets etc). The fishing net doesn't catch all the fish. Some get away and others catch some. Determine where your highest yield is.

Follow these steps in this order only myth...
I've seen some surprising results recently. Websites earning first place positions in Google (out of 88,100 results) despite not having a DMOZ directory listing. Similarly, sites with little Page Ranking (PR2) can be seen receiving impressive results. More on Page Rank

Page Rank is one of many factors influencing Google's way of ranking search results.

Page Rank is a measure of the "popularity" and "importance" of a Web page and is calculated on the basis of the number, types and popularity of pages linking to it.

For more information see Top Site Listings or Ian Rogers' article on the topic.

Now don't get me wrong, DMOZ is often a strong portion of any SEO strategy. Google's Page Ranking technology has its places. I've seen sites with several thousand backward links and a Page Rank of 6 whilst other sites with 24 links enjoy the same PR. I've also seen SEO professionals claim that you cannot place well without a high PR (or thousands of backward links).

The point I want to make is that sometimes we get so bogged down in following a series of steps, which could well be slowing us down. Strategize, build, measure & evaluate, build...

All I need is the right software myth (the clones arrive)...
Whether this is to create Websites, doorways (discouraged in recent articles), submit your site or track your position: software is no instant search enginoptimization cure. I always believe the best option for the highly individual world of Web development is human input. There is some specific software, which makes SEO reporting easier (i.e. Web server log file analyzers).

Manual SE site submission and good old-fashioned elbow grease will always provide more specific results. Be wary of submission software, which may cause your Internet IP address to be banned (possible resource drain to the SE if misused). Do your homework and don't be shy to ask questions. Professional SEO is about building consistent, researched or established site foundations.

I need a huge budget to produce significant search engine optimization results...
There has been a move towards pay to play, pay to list search engines in recent years. What do you do if you simply do not have the budget? What about clients who live in third world countries and simply do not have the hard currency or green backs?

Surprisingly, good results can be achieved without going the pay to submit route. Ideally a good search engine optimization strategy will balance the free listing route alongside pay options. A low SEO budget can still generate incredible return. This is truly a world of Davids versus Goliaths.

Search engine optimization has to be one of the more challenging of Web disciplines. That's what has me hooked after 7 years of Web development. It's a passion. We have a lot to gain by sharing our SEO knowledge (I certainly appreciate how little I actually know). I'm reminded of a Hausa (West African) saying: Fishing without a net is merely bathing.

Article specific resources:
Google Toolbar (check Page Rank, perform searches)
Choose Advanced features when downloading this tool and enable Page Rank in your Toolbar preferences. Remember it serves to show an overall approximation of a variety of factors; so don't get too caught up on it! It is for Windows and Explorer only.

DMOZ directory (read up on submission guidelines first)

Log file analyzers (monitor your traffic and measure your SEO effectiveness)
See for instance Web Trends, WebSuxess, Urchin, and various other log file analyzers.

Jono Craig is a search engine optimization consultant in pursuit of conversion marketing. Viewing Web design as a holistic process, he underlines the need to understand the relationships between SEO, usability & ultimately conversion.

Jono is a partner with SEO Consultant, Michelle Stoltz and their company, Craig Media, provides search engine optimization consultation to its international client base. Craig Media is networked with key several SEO companies to expand its service base.