“It's easy to make a buck. It's a lot tougher to make a difference.” ~ Tom Brokaw ~

Finally - Balance & perspective

A wise balance is required to design and develop a website that is highly optimised AND engaging and memorable for your visitors. It is worth investing the time to make your site more search engine friendly, because a few changes here and there might just be enough to give you a top ranking for your keywords. But if you focus too heavily on pure optimisation, your site can end up unattractive to visitors.

In finding the right balance for you, give thought to your website visitors and their experience as a primary influence on your actions. If a search engine views your site as professional and useful for visitors, they will reward you with a higher ranking.

Obsession
Look at your site and see what changes you can make, but don’t go overboard. Some people will invest massive amounts of time into changing their sites to try and improve their rankings. It can become an obsession; know when it's time for you to back off. Often that point arrives when this time could be put to better use by pursuing other activities to grow your business or online activities.

Don’t just rely on search engines to magically bring you huge volumes of traffic. People do find sites in many other ways, including word of mouth from friends and colleagues, as well as traditional forms of advertising and direct marketing. For some sites, these tools and tactics are more effective than search engines. Be careful to concentrate your efforts in productive areas, rather than wasting any valuable time.

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