The 'look-and-feel' factor of a Web site does not land it on the top ten search results of Google, Yahoo or MSN. In the search engine game, it's not how you look that matters most -- it's what you know and who you know.

'The problem on the Web today is that we live in a visual world and we're used to'eye appeal, but this should be the last thing you do when putting up a Web site, not the first thing,' said David Jonah of Jonah and Associates, a consulting firm based in Moncton, N.B. that specializes in Web site optimization.

Determining content and deciding which categories you want all your content to be found under on the Internet should be the first order of business, said Jonah.

Creating a navigation bar within your site makes it easier for a search spider to index the content.

A search engine spider is a software program used by major search engines like Google and Yahoo to essentially search and identify a Web site, determine what it is about and index the content on its central database.