. Search Engine Myths and Facts:

Myth #1: The more sites link to my site, the more popular my site must be, the higher the Search Engines will rank my page on the keywords that apply to my site.

Fact #1: In order for a reverse link to have a positive effect, the keywords found on both web sites must match. Errant and non-matching links WILL HURT YOUR SITE. Rule: only link to sites that do the same you do and have quality content. Avoid "Link Farms" at all costs, they will get you blacklisted.

Myth #2: Keywords that apply to my site are entered in the meta keyword tag and duplicated a number of times in the page text (body text).

Fact #2: Most major search engines no longer consider the keyword tag at all. Put your keywords in the ALT tag of images and NAME tags of hyperlinks. Keywords towards the top of the page and at the beginning of a sentence carry the most weight. Proximity is very important.

Myth #3: By placing a link to another, similar site, I am losing traffic to a competitor.

Fact #3: Unless your site is called GOOGLE, YAHOO or AOL, the benefit achieved in the Search Engines and its resulting traffic far outweighs the occasional click away from your site. Place outgoing links to the bottom of your page to minimize the loss.
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