Your site got a breadcrumb trail? Then you might find Google is using it in your SERP entries creating additional entry points into to your site which will possibly cause you to lose customers.

Google views them as a unsolicited recommendation for your business and therefore sets great store by them. How long they will continue in this deluded manner is yet to be seen …

Seth Godin talks of Fitting in vs. standing out.  As a kid, if you move to a new school, survival usually means fitting in.  On the Internet, survival means standing out.  And, as he says “Standing out is trickier”. Why?  Because you cannot control who your neighbors are.  So how can you stand out from them?  Simple.  Before you do anything online, develop an SEO Strategy.  Before you even register a domain name.  Before you even bother to think about functionality.  Before you even dare think of design.  Before you even install osCommerce. Think “how is anyone going to find me?”.  Think “how will I stand out in the search engine results?”. Once you know that, then worry about the rest.  Because it’s all  driven by your SEO Strategy.  If you don’t have one, get one.

It used be that people using search engines used 1-2 words for their search. That is now increasing to up to 8 words …

Home page copy with dates can inadvertantly tell Google “this is important” when in fact it is not. Worse it can impact your SERP entry and drop your rankings …