Do:

1. Make search engine optimization and marketing a legitimate, properly-funded part of your plans. It should not be treated as an afterthought.
2. Remember that Google is not the only search engine, despite its huge market share. For example, Google is an also-ran in China, whereas in Western Europe it has an 80%+ market share
3. Recognize what the user is searching for and figure out how the brand can help
4. Link outward to places relevant to the user. This increases your relevancy to the user
5. Make specific sections of your site do specific jobs that the user may search for

Don’t:

1. Forget to make search engine optimisation a priority
2. Forget that, many days, the majority of your web users will come from search engines
3. Settle for a second or third placement for searches on your own brand name
4. Forget to tailor your pages for maximum search potential
5. Try to “fix” search results by flooding your website with adwords or similar. Crisp, well-written and concise copy will do the job better
6. Force people away from relevant search returns to view your brand