Search Engine Optimization by Jon Roberts SEO, get wise.    If there is one part of eBusiness that can instill fear into even to the largest of corporations it is Search Engine Optimization, or SEO. It has become a way for small companies, or individual ‘experts’ to write their own checks in order to obtain limited, skewed results no matter how temporary or how superficial they seem. Billions of dollars are spent globally improving old technology and old websites, but what generally not known is that you need to embrace new technology and new websites as the solution.    SEO is and always will be time intensive. The harder you work, the harder your competitors will work to beat you on the rankings. The common argument “well not everyone can get on the first page of Google,” is false however.  Search engines recognize that there are a lot of new sites coming online every single day, and that if there is a lot of activity and content, presented in the right way; these sites have to be rewarded. What the search engines are disregarding are small sites, which are rarely updated and with messy or ineffectual presentation of that content.    The amount of information available about SEO is both immense and bewildering and often contradictory. There are blogs, seminars, dedicated websites, videos all relating to the mystery of how to get to the Holy Grail of eBusiness, page 1 of the search engine. Once you get the very basics, ignore the rest. You will hear rumors spread like wildfire, and arguments rage, all of which hold little water and can be classed as disinformation. Indeed, even one of the largest search engines; remember it is still a business, put out incorrect information in order for you to switch to using its product.  It is a minefield for the beginner and expert alike. Rule #1 Do Not Fall In Love With Your Website! “Web users ultimately want to get at data quickly and easily. They don't care as much about attractive sites and pretty design.”  (My bold) Tim Berners-Lee. Inventor of the World Wide Web    What is the first three very popular websites that you can think about? Probably Amazon, Facebook and eBay have to be up there, I bet hardly any of you thought about your own website? Do you think that the graphic design is drop dead gorgeous on these above sites? No, would be your answer I am sure. But what these sites do have is functionality. They ‘work’ and you can easily navigate them after the first visit with ease on subsequent visits. They did not accidentally get made that way of course; the concept behind them was made with you in mind, and as intuitive as possible.    When things really go adrift for a website it is when key considerations are left out of the design. We all want to see our own amazing jaw dropping websites, better than our rivals, more polished and sexier. I have seen countless example where the graphics designer, probably now retired on a tropical beach with the huge amount of work he has done for you, has run away with whatever he was initially tasked to do without any consideration for the most important part of your business bar none, the customer. Navigating the site is a videogame in itself, with dead ends, traps and confusing instructions, it can be no small feeling of triumph sometimes just to book a course. How many of you actually receive bookings that way? If you receive most by just direct email it is because your website is failing you.    Functionality must be based on what I call ‘McDonaldization of eBusiness.’ The customer already knows what they want when they visit your site, so any money spent trying to lure them in on exotic graphic design is wasted money. No one ever abandons Facebook because of the graphic design right? What they want to do is three basic steps: 1.    Find you. 2.    Look at the Menu. 3.    Order.    It is quite a simple process, but what is truly interesting is the way search engines see your site too, and in the next article we will explore your website from a search engines point of view. Remember, your websites SEO will need to be worked on, whether that is your time, or you employ a professional with a pack.