Link development is one of the most overlooked components of a successful search engine optimisation campaign. Web site owners can put all the key phrases they wish on a page, develop killer content and a search-engine friendly navigation scheme, but without a well-planned link-development campaign, crawler based search engine visibility is difficult to achieve and high listings are virtually impossible. Read 'The Fundamentals of Inbound Links'.

Appearing on Google's 1 - 10 web results is every web administrator's dream. With Google generating over 85% of all Internet search engine referred traffic, reaching that privileged ranking can differentiate the professional Internet players from the amateur website owners. If your company is not part of the elite, or the top 30 results, the probability of being contacted by a client becomes almost non-existent. Thirty spots are all you have. And only ten of them are reserved for the cream of the crop. Read 'Can we all fit in Google's top 10 results?'.

When we need something, increasingly, we search for it on the Internet. Being on a "short list" of high-ranking search results is imperative in this day and age--the higher the better. Top rankings give you the chance of having prospective customers knock on your virtual door, knowledgeable about your offerings and eager to buy before you ever say a single word to them. Read 'Hear That Knocking, That's SEO With Business At Your Door'.

There has been much debate recently on the practice of ethical Search Engine Optimization (SEO). The recent removal of a high profile SEO company from the Google results has plunged the industry into yet another debate on what is ethical and what is not in our profession. Ask any two SEO's what they consider to be ethical in their pursuit of top results and you will most likely get two very different answers. Hence, the lack of agreement on what is ethical and what is not. Read 'Ethics, Best Practices and SEO - A Crisis in the Profession?'.