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As you may already know, search engines are dynamic marketing tools and they change constantly. The only way to expect lasting success is to stay on top of the changes and use techniques that are considered clean and honest (no spamming, for example) for improving and adding more content to your website.

Google, MSN and Yahoo can not read the images or the flash movies embedded in your site today -- even if the trend is to transform these sites into multimedia hubs. Search engines are used by the people to look for information and then to buy a product or a service. Information is based on content, and the spiders index the pages with relevant content and links in order to give a valuable result to surfers and searchers.

• A semantic approach to the content of your site

Looking at the competition before deciding what to do with your website is a superficial way to study the problems of your website's ranking: this behavior tempts us to borrow the content and themes from other websites and to create copyright infringement that gets us banned by the filters of Google.

Ethical SEO means to be a virtuoso of the semantic approach to the words and to find the right spot in the minds of the people searching for our products or services.

Being understood is a matter of being able to synthetize in a few sentences the heart and focus of your project ~this is the essence of good content writing~. Density, keyword stuffing are techniques of the past: the new algorithms are very sophisticated and we must look at other parameters before gathering good results for our websites.

For your marketing purposes, know that some search engines have spiders that will visit your Web site. What the spider sees on your site will determine how your site is listed in their index.
Remember, as a software spider visits your site it notes any links on your page to other sites. In any search engine’s vast database are recorded all the links between sites. The search engines knows who you linked to, and more importantly, who linked to you. Many engines will even use the number of links to your site as an indication of popularity, and will then boost your ranking because of that factor.