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Links are a crucial yet often abused SEO technique. Search engines view links to or from other websites, and to some extent between pages of the same site, as a "popularity vote". But a link to your Uncle Bob's fishing trip pictures will work against you unless the site you're optimizing has something to do with Uncle Bob, fishing, or the lake in question. Descriptive anchor text (the underscored or highlighted "hot" words you click on to get to a definition, article, or other website) is preferable to nonspecific phrases (like "click here") or long web addresses.
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Functionality (how well your website does what its supposed to) plays a significant role in SEO. As a rule of thumb, anything annoying to a user will also annoy the search engines. Large image files that take a long time to load, sites that don't work across multiple browsers, broken links, poorly formatted text, videos or audio files that don't work, websites that are not properly maintained or updated, and a host of other functionality issues can have a negative impact on page rank.
One of the most direct ways to get your site indexed is to submit it manually to the individual search engines. This is particularly useful for new, re-designed or updated sites. You can review the submission policies and other information available on the websites of the major search engines. They'll tell you what they consider good and bad form.
If SEO is important to you, and it should be, make sure your web designer understands how it works. Blogs, online publishing and pay-per-click campaigns can also be effective, provided you know what you're doing. Unfortunately, not all web designers do. Good SEO is the best way to ensure ROI, so make sure you ask the right questions when selecting a web designer.
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