Google makes it easy to get listed in its web index, but getting listed is just the start. Making sure that your listing appears high in Google’s search results requires a lot of hard work, a bit of technical savvy, and—oh, yeah—useful and relevant content. In fact, too many webmasters get hung up on arcane search engine optimization techniques, when they should be focusing on creating sites that more visitors actually want to visit. If you spend your time creating a compelling and well-designed website, a high Google ranking will, more often than not, naturally follow.