Four Site-Design Mistakes That Limit Search Visibility

This article was written by Jon Rognerud of Entrepreneur.com. Jon is a recognized authority on the subject of search engine optimization who has spent more than 15 years developing Web sites and marketing solutions at companies like Overture and Yahoo!

To me -- and many I know in the search engine optimization field -- SEO is really just good old hard work. It contains no real secrets, per se.

I see a lot of "search engine optimization secrets revealed" white papers in the Internet marketing space. To be honest, it's a killer headline and as a call-to-action, it works. However, Google's true SEO secrets are contained within the brains of allegedly two engineers and a triple-gated secure safe deep inside a Google mountain.

If Google's PageRank -- one of more than 100 factors in Google's search algorithm -- was the only secret to rankings, that would be too easy. Yet many people focus on PageRank, a minimal metric to watch. ...