Today many sites are using Content Management Systems (CMS) in order to make it easy to do site updates and add new content, but one should not forget that many of these CMS activities can actually harm and even destroy a site’s rankings, if the CMS is not installed and used properly.

Once you decide to switch to a CMS make sure that the old URLs are redirected, using 301 permanent redirection to the newer URLs. If possible, retain the existing URL paths.

Choose your CMS carefully, as there are many Content Management Systems that create a site structure with very unfriendly URLs and that contain a number of special characters.

Devote some time to find a system that will offer clean simple URL strings with minimal extra characters. This will help in retaining the current rankings of the site.

The ideal CMS should be one that allows editing of all aspects of a given page like Meta Tags, Alt tags, Footer etc.

A good, search-engine-friendly CMS is money well spent, especially if you are interested in maintaining and improving your existing rankings.

 Brandt Dainow, CEO of ThinkMetrics, has conducted research which supports a position I’ve long held—the top position in Google Ad listings doesn’t necessarily have an advantage over the other positions.

 In an article appearing in iMedia Connections’ January 18, 2007 newsletter, Dainow details how he conducted research spanning 2003 to 2006 examining clickthrough rates for ads his company ran for its clients during that period.

 The results? In 2003, top position did have a slight advantage on clickthrough rates, although the fifth and sixth position (generally the bottom positions on the screen), also had higher clickthrough rates than the other positions.

 But by 2006, his research shows that the clickthrough rate for all positions was relatively equal.

 What does this mean?

 For one thing, it means the text in your ad may be more important than positioning.

 Admittedly, as a copywriter I have a bias toward text being the dominant factor in getting someone to click on an ad, but Dainow’s research bears this point out. It also further demonstrates how individuals conducting searches on the Internet are becoming more knowledgeable about finding what they want on the Web.

 It’s still a good idea to get the best positioning possible on Pay Per Click ads, but Dainow’s research shows that you may not have to blow your budget trying to be the top dog in positioning. In the quest for clickthroughs, your message is probably more important than your position.

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As long as search engines are the primary means people use to find Websites, search engine optimization (SEO) will play a vital role. Search engines do change their search algorithms from time to time, but in spite of this they will always look for quality site content to rank sites correctly. And quality content requires proper keyword placement, among other things.

No doubt search engine optimization will continue to change in the coming future and changes will also occur in the use of keywords, linking techniques and website structure, but they will always have an impact in the rankings of a website. Consequently, SEO will continue to play an important role in getting a Website top rankings.

Ten years from now, search will certainly look different, but let’s not forget that the Internet is still very young and search even younger. Regardless, in search engine optimization, the small things may change, but the basic fundamentals will remain the same and should always be in place to sustain consistent rankings in the search engines.

According to Forrester Research's 2006 Internet Marketing Report, website visitors want three things from your website when they visit:

1.  High quality information.  Good, relevant information is the single biggest influence on a website visitor both staying at and returning to your site.

2.  Ease of use. The site must be simple and easy to navigate or they'll become discontented and leave.

3. Quick Download.  Visitors hate to wait. Most become frustrated if they have to wait more than a few seconds for a page to download, and will abandon it within five seconds.

How should you use this information? Review your site to make certain you are offering quality content on your site. Make certain your site architecture is easy for visitors to navigate.

And avoid using images or graphics that slow the downloading of a page. Remember, there are still a large number of people using dial up for their Internet access. Don't assume that everyone visiting your site has a fast connection and can download your web page in a matter of one or two seconds.

 In my opinion, the single most significant factor is having good, relevant content on your site. This accomplishes two things:

1. If a visitor sees content that he or she believes will give them the information they are searching for, they'll stick around.

2.  Good, relevant content also is great "spider food," meaning the search engines love content and having good content helps your rankings in the Seach Engine Page Rankings.

So, check that site out now. And if you need help, you know who to call.