Part 2: Improving search rankings and common misconceptions

How can a site improve their rankings on a search engine?
This really depends.... There are currently two fundamental approaches to Internet search. One methodology utilizes editorial review, where a human monitor reviews sites. The other methodology relies on maintenance of Web pages or abstractions thereof in a searchable database.

The dual-method situation requires two approaches to improving listings as well. In the one case, submitting a site to an editor with keywords and key phrases in the description will help return search matches. In the other case, facets of your code and content will be taken into account and how well your site is linked to the "core of the Web" makes a difference in how well you position.

What are some similar problems in sites no matter what the size, in regard to search engine friendliness?
For the most part, it seems like everybody designs their sites without consideration for Internet Search Services. Also a lot of sites we've seen recently had problems with using disreputable firms or by having internal webmasters not properly informed enough for the task.

What is the greatest misconception about search engine placement and what it can do for one's site?
There are a lot of misconceptions about keywords, whether they are relevant to your site and whether your target audience uses them. I believe that key terms associated with your site, which get used by your target audience in an Internet search is the most cost effective marketing you can do online. These are users looking for your content or products. Help them who want to find you and you can track the ROI from there. We'll all be using hand-held devices to search the Web in no time. It's already happening.

How does a webmaster (without hiring a search engine placement company) best increase the number of directories and engines at which their site is listed?
To do the job most effectively, it would be wisest to employ a leading search engine optimization company or consulting firm. However, if you are adventurous, there is no reason a good employee or two couldn't learn to do the job. The caveat is that they would have to do it full-time and be vigilant enough as individuals to dismiss misinformation.

(Editor's Note: For further information on establishing your site without hiring a SEO company, see our interview with Craig Silverstein, CTO of Google)

What separates Position Technologies from every other search engine submission service?
Without a doubt, it is because we reject so many sites that our submissions are of the highest quality, which will continue to be an important part of what we do. That is what is missing from all other submission services and software to date. Subscribers to our programs are submitted alongside what can be generally considered "trusted content" to a degree. This is a favorable situation for your site and its pages.

What advice can you give to webmasters in regard to upgrading their sites?
Above all, when embarking on the establishment of a significant upgrade to your web presence, I advise everyone to consider the effect code has on Internet Search Services. Instruct your lead webmaster to investigate what impedes Search Engine Spiders from finding content. If you choose to purchase SEO (Search Engine Optimization) services, extreme vigilance is warranted. Beware of "too good to be true" promises. Guarantees are suspect and a dubious practice here.

And finally, what should one look for in a search engine optimization specialist?
I mentioned that guarantees are suspect and a dubious practice. That is because they are either meaningless in real terms or will prompt the SEO to use deviant practices. It also shows incredibly poor manners to search engines to guarantee against their index and may one day result in an unfavorable audit of your work. I also recommend avoidance of cloaking or redirecting services. These are not going to improve your content for long-term benefit.