First of all, it should be understood that search engines, particularly Google, currently put a great deal of stock in backlinks. A Backlink acts as a kind of vote whereby Google tabulates the number of backlinks that go to a website in order to determine how important the site is. There was a time when "trading" backlinks was an effective way of increasing a site's "votes," but today this practice is viewed less favorably by Google due to the fact that many sites were exchanging irrelevant backlinks. Today, one way backlinks are generally a better way to go. However, it is this author's opinion that truly relevant reciprocal links may be viewed by Google as even better than a one way link. For instance, if one site is dedicated to United States Law, while another is dedicated to the law of the United Kingdom a reciprocal link exchange, even where contrived, will likely provide a better search experience for all concerned.

The coding of one's site can have a major impact on how fast Google crawls and indexes the site. Faster indexing generally results in better rankings on search engines. Hiring a competent web designer can be worth the expense.

The Search Engine Optimization experience has been very enlightening because it instills a deeper understanding of how people research and compile information while at the same time looking for services. Thanks to Search Engine Optimization, my website receives views from people looking for a Bangkok Lawyer or a US Visa Lawyer. Further, an upshot of the decline of print media, web presence is becoming integral to any advertising effort or campaign.

Something to keep in mind, Google is on the look out for sites that provide pertinent content. Google's raison d'etre is to provide the best information to those seeking it, to that end Google will hook content providers up with those seeking similar content. Therefore, everything one does with regard to SEO should be done with this concept in mind. Trying to trick Google rarely works out well. The most effective tactic is to produce new content. Disseminating concise content will probably never be scrutinized negatively by Google's crawlers.