The trick is in satisfying all of the different requirements of a website at the same time, and delivering excellence in multiple dimensions. Consider that a web site is a multi- dimensional object. Two dimensions of each page are seen on the screen at any one time, and multiple screens will describe the third. Unseen by the user, but just as real is the code behind each of those screens than makes motion, navigation, and the like possible.

But there are other, abstract dimensions which are even more important: the interaction and chemistry between the website and the users, and between the web page and the search engines. These chemistries are abstract because, though they are very real and important to the success of the site, they are created by the physical objects mentioned in the beginning, in conjunction with the perceptions of the users and the search engines. These comprise the website experience.

The real magic comes in manipulating the real dimensions to attract the right viewers, and create the right experience to induce them into buying your product.

The success factors for dealing with search engines are exactly opposite those required by the ultimate viewers of your website. Consumers want attractively packages graphics, and easily digested bullets about what your site is about. They want sites that are easily navigable. Search engines can