Optimizing the actual HTML code to be spiderbot-friendly. I put this as different to the web design because you really do need to be “down and dirty” in the code rather than using an editor like FrontPage, which is OK for website design. This skill takes lots of time and experience to develop, and just when you think you have cracked it, the search engine companies change the algorithms used to calculate how high your site will appear in the search results.
This is no place for even the most enthusiastic amateur. Results need to be constantly monitored, pieces of code added or removed, and a check kept on what the competition is doing. Many people who design their own website feel they will get searched because it looks good, and totally miss out on this step. Without a strong technical understanding of how spiderbots work, you will always struggle to get your company on the first results page in Google. We actually run seven test domains that are testing different theories with different search engines. Remember that different search engines use different criteria and algorithms to rank your site — one size does not fit all.