Search engine optimization

Search engines love web standards. They used
to love metadata (data about the web page explicitly written into it by the
author) but this subjective tagging was easy to exploit and led to search
results that weren’t necessarily that relevant. Now search engines are much
more sophisticated and use more advanced techniques to rate the relevancy
of a page to a search query. They tend to analyze the content itself and take
special interest in things such as headings and even how close relevant content
is to the top of the page. So if you’re using font tags to make text look
like headings instead of h1s and h2s or if you’ve got
all of that table mess surrounding more table mess surrounding the content,
then you’re not doing yourself any favors.