Let the searchlight shine onto your site

摘要

Your website has been lovingly crafted and packed with bon mots and choice images of your stunning designs. You have eschewed the pitfalls of potentially beautiful, dynamic but search-engine-unfriendly Flash files and stuck to standard html coded content. However, your site still languishes in the secondary pages of potential clients'web searches. Search engine optimisation appears to be both a growing business and a dark art. It can be divided into two camps: those trying to optimise the end user's experience (the white hats) and those who seek to subvert the way the search engine works to give undue prominence to a particular website (the black hats). Black hat techniques need to con-standy evolve to keep up with search technology, so it is much better to spend time on the lasting benefits of white hat optimisation.