Naturally, anyone who has a web listing wants it to be in the "top ten" results. This is because most users will find a result they like in the top ten. Being listed 11 or beyond means that many people may miss your web site.

The tips below will help you come closer to this goal, both for the keywords you think are important and for phrases you may not even be anticipating.

Pick Your Strategic Keywords

How do you think people will search for your web page? The words you imagine them typing into the search box are your strategic keywords.

For example, say you have a page devoted to stamp collecting. Anytime someone types "stamp collecting," you want your page to be in the top ten results. Then those are your strategic keywords for that page.

Each page in your web site will have different strategic keywords that reflect the page's content. For example, say you have another page about the history of stamps. Then "stamp history" might be your keywords for that page.

Your strategic keywords should always be at least two or more words long. Usually, too many sites will be relevant for a single word, such as "stamps." This "competition" means your odds of success are lower. Don't waste your time fighting the odds. Pick phrases of two or more words, and you'll have a better shot at success.

Position Your Keywords

Make sure your strategic keywords appear in the crucial locations on your web pages. The page title is most important. Failure to put strategic keywords in the page title is the main reason why perfectly relevant web pages may be poorly ranked.

Search engines also like pages where keywords appear "high" on the page. To accommodate them, use your strategic keywords for your page headline, if possible. Have them also appear in the first paragraphs of your web page.

Have Relevant Content

Changing your page titles and adding meta tags is not necessarily going to help your page do well for your strategic keywords if the page has nothing to do with the topic. Your keywords need to be reflected in the page's content.

In particular, that means you need HTML text on your page. Sometimes sites present large sections of copy via graphics. It looks pretty, but search engines can't read those graphics. That means they miss out on text that might make your site more relevant. Some of the search engines will index ALT text and comment information, along with meta tags. But to be safe, use HTML text whenever possible. Some of your human visitors will appreciate it, also.

We'll make sure that your HTML text is "visible." Some designers try to spam search engines by repeating keywords in a tiny font or in the same color at the background color to make the text invisible to browsers. Search engines are catching on to these and other tricks. Expect that if the text is not visible in a browser, then it won't be indexed by a search engine.

Finally, consider "expanding" your text references, where appropriate. For example, a stamp collecting page might have references to "collectors" and "collecting." Expanding these references to "stamp collectors" and "stamp collecting" reinforces your strategic keywords in a legitimate and natural manner. Your page really is about stamp collecting, but edits may have reduced its relevancy unintentionally.

Just Say No To Search Engine Spamming

For one thing, spamming doesn't always work with search engines. It can also backfire. Search engines may detect your spamming attempt and penalize or ban your page from their listings.

Also, search engine spamming attempts usually center around being top ranked for extremely popular keywords. You can try and fight that battle against other sites, but then be prepared to spend a lot of time each week, if not each day, defending your ranking. That effort usually would be better spent on networking and alternative forms of publicity, described below.

If those practical reasons aren't enough, how about some ethical ones? The content of most web pages ought to be enough for search engines to determine relevancy without webmasters having to resort to repeating keywords for no reason other than to try and "beat" other web pages. The stakes will simply keep rising, and users will also begin to hate sites that undertake these measures.

Consider search engine spamming against spam mail. No one likes spam mail, and sites that use spam mail services often face a backlash from those on the receiving end. Sites that spam search engines degrade the value of search engine listings. As the problem grows, these sites may face the same backlash that spam mail generates.

Submit Your Key Pages

Most search engines will index the other pages from your web site by following links from a page you submit to them. But sometimes they miss, so it's good to submit the top two or three pages that best summarize your web site.

Don't trust the submission process to automated programs and services. Some of them are excellent, but the major search engines are too important. There aren't that many, so submit manually, so that you can see if there are any problems reported.

It can take up to a month to two months for your "non-submitted" pages to appear in a search engine, and some search engines may not list every page from your site.

Verify And Maintain Your Listing

Check on your Attic pages and ensure they get listed. Once your pages are listed in a search engine, monitor your listing every month. Strange things happen. Pages disappear from catalogs. Links go screwy. Watch for trouble, and resubmit if you spot it.

Keep in mind that a number of the major search engines are now providing country-specific versions of their directories. These mainly work filtering sites by domain. For example, a British edition of a major search engine might only list web sites with British domains, such as ".co.uk." A British site ending in a non-British domain, such as .com, would be filtered out. If this type of situation applies to your site, you may need to message the search engine so that they can manually include your site.

Resubmit your site any time you make significant changes. Search engines should revisit on a regular schedule. However, some search engines have grown smart enough to realize some sites only change content once or twice a year, so they may visit less often. Resubmitting after major changes will help ensure that your site's content is kept current.

Beyond Search Engines

It's worth taking the time to make your site more search engine friendly, because some simple changes may pay off with big results. Even if you don't come up in the top ten for your strategic keywords, you may find an improvement for strategic keywords you aren't anticipating. The addition of just one extra word can suddenly make a site appear more relevant, and it can be impossible to guess what that word will be.

You should also consider negotiating reciprocal links with sites that do appear in the top ten lists, if you are having no luck. Perhaps some of these sites might be considered "competitors," but you'd be surprised how many are happy to link to your site in return for a link back. After all, your site may appear first when slightly different keywords are used. Links are what the web was built on, and they remain one of the best ways for people to find your site.

Also, remember that while search engines are a primary way people look for web sites, but they are not the only way. People also find sites through word-of-mouth, traditional advertising, the traditional media, newsgroup postings, web directories and links from other sites. Many times, these alternative forms are far more effective draws than are search engines.

Finally, know when it's time to call it quits. A few changes may be enough to make you tops in one or two search engines. But that's not enough for some people, and they will invest days creating special pages and changing their sites to try and do better. This time could usually be put to better use pursuing non-search engine publicity methods.

Don't obsess over your ranking. Even if you follow every tip and find no improvement, you still have gained something. You'll know that search engines are not the only way to attract visitors. You can concentrate your efforts in other productive areas, rather than twiddling your thumbs.