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1. Test Website Accessibility Thoroughly
Before spending hours optimizing your website content, check that search engines can actually find it. JavaScript Navigation Systems can be inaccessible to search engines, as can links inside Macromedia Flash content. Search Google for 'search engine simulator' and use one of the free tools to check that all pages on your site are accessible. If not, re-design your website navigation system using text links or CSS drop-down menus.

2. Check Cross-Browser Compatibility
A site which doesn't work in one or more web browsers will result in lost business as visitors turn away in the hundreds. Before embarking on SEO, check your website renders properly in all current browser versions of Internet Explorer, Firefox, Safari and Google Chrome.

3. Each Page Should Have a Unique Purpose
No two pages should be optimized for the same keyword and the site's structure should have a sensible hierarchy where main services and categories receive links from all website pages in what is called the persistent navigation. Less important pages should be linked from inside these sections or categories rather than in the main website navigation.

4. Research Keywords Buyers' Use
Spend time doing thorough keyword research and always consider terms potential buyers would use when looking for the products or services you sell. Use a tool like the Google Adwords Keyword Tool to check local volumes and competition for keywords and build rich content around these identified terms using unique keywords on each page.
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