While search engines are feverishly working to extract relevant content data from rich media files (audio, video, Flash, etc.), text, links, and metadata still rule as the de facto standard by which they interpret site content and feed results. Developing keyword-rich site content that is updated frequently and that search engines can easily recognize will go a long way in determining the amount of traffic you get.

Search engines aside, how you write and organize your content will also make the difference between satisfied or frustrated users. If your goal is to convert those users to customers at some point during their visit, you obviously want to alleviate the frustration factor at all points.

In this chapter we'll discuss your ...

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