Don’t use JavaScript menus. Search website crawlers are not able to read JavaScript, so you will be losing any potential benefits of cross linking pages. If you have got to use JavaScript menus, make a site map to get the full benefit back. Using your principal keywords isn’t really enough. Why? Because search websites understand why people use their services. By employing related keywords you help the search website know what your internet site is about. Forget Flash. Pictures aren’t enough. Some people like to use graphic text for their headlines, or in other places. This could be elegant, but it is’s as good as being blank to the search websites. One way around this is to utilise ALT-text (consider it as an unseen label for text that crawlers can see) that contains the same words as your strap line. Bonus tip: use keyword heavy ALT-text for all the pictures on your website. Being mindful of these few things will aid in keeping you from being unintentionally penalised for your SEO attempts by the search sites..