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In the last analysis, success in the Search Engines boils down to having more information about your topic than any other Web site on the Internet. What does this mean to us?
It means that if we want to rank high in search engines we have to think about having one dedicated page on the site for each of your keywords. For example, if one of your keywords is "lighted screwdriver," then you should have a minimum of one dedicated page in your site for that specific topic. Furthermore, that dedicated page (or group of pages) needs to contain more information on that topic than any other page on the Internet. If you can do that (or even come close to doing that), you have set the stage for good things to happen.
Search engine optimization continues to evolve. Within the past two months Google changed its ranking criteria so radically that it infuriated Search Engine Optimization specialists. What worked yesterday may not work today. In the past, we used doorway pages (dedicated pages that specialize one keyword each that are not part of the site itself). Doorway pages seem to be losing their effectiveness. The smart play today is to create real pages, with real information, and include them in the site. The more information these pages contain, the more effective the site will be in the search engines.
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