Setting up a website can be a confusing exercise. For every web developer that has an opinion about website optimisation, there is one with a counter view. With that said there are a few things that most developers cannot argue about. Why? These are the things that that the major search engines agree on and publish about what they expect from a website from a search engine point of view.

MYTH 1: You website can be be given a guaranteed high number ranking on the major search engines.

FACT. Search engine marketing must be undertaken with realistic expectations. No one knows all the rules that search engine use to influence a website ranking. Whilst a few are known- such as rich content and good structure, there are many others. Google uses over 200 different parameters to determine a website position. The best any designer or developer can do is build a site according to the rules.

Google even warns people to exercise caution when web developers or marketers offer a guaranteed rank.

Myth 2: Metatags are important for improving your search engine ranking.

FACT: Different search engines use different criteria for indexing websites. In the old days, keywords and metatags were the ticket to search engine success. However, today metatags are only utilised by about 10% of the search engine market. While metatags are still important, there are a number of other factors that determine your search engine rank.

Myth 3: As long as a website looks good, it will be found easily.

FACT: A common belief is that if the page displays correctly then it’s not worth the extra trouble to make it standards compliant. This is true, provided that you aren’t concerned about your website’s search engine page rank. Google and other search engines prefer pages that contain proper html syntax - basically grammatically correct from a search engine point of view.

Myth 4: Websites made with frames are the best option.

FACT: There is little point having a website if your clients can’t find it! Apart from being a technologically dated way to display content, search engines do not like frames because essentially, there is nothing to seach for. By using “real” content”, you can improve your site’s chances of being easily found by the major search engines, enhancing your website’s marketing function.

Myth 5: Simply creating a website will boost sales and increase referrals.

FACT: A website is not a foolproof sales strategy in itself. Rather, a website is best used if part of your firm’s overall marketing strategy. Whilst many have viewed a website as an ideal passive marketing tool, the fact is that it is best used as part of an overall strategy.