The simple rule of thumb is that content matters. Google and other search engines base their query results on website content. If the content isn't there, neither is the high ranking. Plus, it's always good to be on top! Put your most relevant keywords and search terms in the title, description, and first few lines of your website text and content. However, Google will penalize your site if you overload it with irrelevant keywords or hidden search terms. Also, Google is a stickler about the rules. They make the rules and if you want to improve search rankings then you MUST play by them. Here are some guidelines:

DO'S

1. Make your website easy to navigate. Have a plan for your page hierarchy and make sure your links are clearly defined.

2. Create a site-map so to insure quick and accurate indexing of your websites pages.

3. Come up with essential and precise keywords. Use them as link anchor text. If you have a blog, use them as the "category" titles and in your individual post titles.

4. Make sure plain text image tags use your relevant keywords as well. Search engines only index plain text tags and not keywords or text embedded in image files.

5. Make sure you have no broken links.

6. Make sure your HTML tags are accurate.

7. The "robots.txt" file should be updated and accurate and not block the Google Crawler Bot.

DON'Ts

1. Do not put irrelevant content on your website as a way to improve search engine rankings. It will do the opposite. All keywords and content must be related and add value to the search.

2. Avoid tricks and "link schemes" designed to improve search engine rankings. They don't work and many are just a way for someone else to make money.

3. Do not include "hidden links" or hidden text."

4. Do not send automated queries. Websites should be manually submitted to search engines for optimum results.

5. Do not create "doorway pages" filled with repetitive content that are used to push users to an affiliate program or other sales page.

If you want to improve search engine rankings start with these simple guidelines. Search engine optimization is not an exact science and the rules are constantly changing. However, the list of "do's" and "don't" above will never change.