Why do I need it?
Imagine 9 billion documents in random order. Given the job of sorting them out, you'd go for the easy ones first, those that say right up front what they are. Well, its the same for Search Engines. Make it easy for spiders (robots or call them what you will) to find the relevant information on a site quickly and easily, without having to dig several layers down and your site (all things being equal) will be ranked higher than a similar non-optimized site. We know all the places Search Engines give priority to and those they don't, but most importantly we know what NOT to do. Many web site designers still believe that certain forms of hidden text and links are 'acceptable' to Search Engines; they are not! Check out Google's guidelines for more information.

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