Search engine spiders are simple creatures. While they will visit your Web site and capture every element, there are many page elements they they cannot interpret. Therefore, if your targeted keyword phrases are contained in any of these elements, you should consider moving them into other parts of the HTML so that they will have a chance to be read by the search engine's spider and ultimately returned by the search engines in response to a keyword query. In general, if you cannot highlight it on the page, the search engine cannot read it.
Flash is a particular problem, as are most "gee whiz" new technologies. However, the most insidious barriers to attain rankings are often the most obvious.
The following are page elements that will not be read by or considered by the search engines. That is not to say that these page elements can be used with reckless abandon...these are to be considered in general sense, not specifically. For every rule, there is an exception, and exceptions abound.
The Size or Content of Your GraphicsSearch engines cannot optically recognize text. If your keywords are contained in a graphic, they will not be read or considered by the search engines. Keyword contained in a graphic are fine for directories whose human editors will read and consider them. Search engine spiders see only the file-name of the graphic, not its textual content, if any.
Your Web Sites's Overall Layout or DesignThis will only matter so far as keyword prominence may be affected if a graphic appears before the body copy on your site. Most Web site marketers support the use of text before graphics as some search engines assign density to the first 25 words on a page. Frames are problematic, as are nested tables, but page design mostly impacts keyword prominence. When your page design includes Flash and other cutting-edge design elements, it can impact your site's ability to be indexed by search engines.
The bottom line. Search engines can only index HTML text and follow hyperlinks between Web pages, and there are only so many places where keywords can be included within a Web site. Where, how often, and how early your keywords are placed will determine your ranking. Remember these variables when you are analyzing other Web sites that have ranked higher than yours. Look at it like a puzzle, not some magic bullet or immeasurable force.
Pamela Upshur is the owner of Upshur Creative. Upshur Creative combines fresh, contemporary, fully functional turnkey websites with the best PHP scripts and databases to create the largest and most comprehensive turnkey collection for entrepreneurs. Visit her site at
http://www.upshurcreative.com