How then can you go about maximising the volume and credibility of traffic on your web page? In the past this could be achieved through less than reputable means of exploiting the way search engines categorise and rank your page. Less than reputable only because the rules have changed and they will continue to change. Search engines like Google started out by making effective searching platforms to find stuff easier on the net with little to no picture advertising to hinder users on slower connections. This was a great idea but pretty soon they cottoned on to the fact that to make money they needed to deliver search results that were more accurate and specifically content driven. In the same way some unscrupulous web designers cluttered up the web by building link farms that contained thousands of links to a single page, all the while boasting little to no content on the actual 'farm'. Or simply stuffing the page they created with thousands of keywords that would give it a higher ranking in search engines. These two techniques are what are known as black hat operations and whilst they were possible in the past, they will do nothing but achieve a negative ranking in today's search engine vs web designer dialectic.
This doesn't mean that all is lost and if you're selling a product that lots of people sell you cannot compete. Today what is done instead is something called search engine optimisation (SEO ) whereby designers analyse and predict results according to known and experienced search engine algorithms. This is known as natural or organic optimisation. Whereby designers play the game within a carefully prescribed set of ethical laws to optimise the way search engines rank the page they're working on in a natural and legal fashion.
Most definitely when choosing a web designer you want a company that has relevant experience and expertise in the constant evolution of search engine technology to best exploit these parameters. This can be done well within search engine rules without irreparable damage to the brand you are trying to market. This is even more relevant when you consider the recently emerging arena's of social media marketing (SMM) and social media optimisation (SMO). The process of optimising your brands visibility and the chatter it creates on social networking sites, once again within an even stricter ethical paradigm that has more in common with the brittle art of public relations than of learning to anticipate the effects of comparatively predictable search engine algorithms.