Many times a client only looks at the bottom line when it comes to the performance they are getting for their investment into Search Engine Optimization.

They just look at the keyword phrases they’re paying for, but they don’t see that there are other effects at play.

As a site becomes more optimized, it is being turned into a well devised navigational pattern. This pattern is precisely what the search engine spiders look for. Keep in mind that if your site is easy to index, you’ll get a better ranking in the search engine results.

While W3C validation is something all sites should strive for, it is not required for better rankings. Does it help? Probably. Yahoo engineers have stated that whether a site is W3C compliant or not makes no difference to how it ranks. If it has relevant content, it will get ranked.

Remember to give your pages their proper names. By doing this you will guarantee that the spider will actually be able to do it’s job properly. You might be thinking that meta tags are a thing of the past, and you would be right, Google does not may much mind to them. That doesn’t meant that you shouldn’t strive for perfection though!

After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.

Here is where the collateral benefits of Search Engine Marketing begin to appear. Let’s say that you have been doing a series of press releases where once a week, you talk about a new color of widget. In each press release you also list the other colors of widgets that you have for sale. Even after only the first release gets sent, you’ve already created a valuable In-Bound Link to your site for your Red Widget, but since you included the other colors of the widgets as well, they all pick up IBL’s as well.

There is yet another demonstration of this which is keywords and phrases that you didn’t actually target. When your site talks about different ways to use widgets, as well as their colors, then there are many different phrases being used on your site that you can now be ranked on.

Now you’ve seen just a bit of the potential power that your website actually has. Every page will have it’s own rank, and for this reason it’s critical to ensure the optimization of every single page on your website.

Though it might seem rather insignificant, your contact page also needs to be well optimized. If you have a physical business, the search engines will be able to geo target your site so long as your street address is listed. This isn’t something that is being widely done as of yet, but it will be a major factor in the future.

In conclusion, the next time you start checking Google to see where your site ranks for it’s keyword phrases, don’t forget about all of the hidden keywords/phrases that are embedded in your site’s copy. You would be surprised at how many of those forgotten about terms end up at the top of the pile….

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