This is pretty reasonable for 2004, but the problems have changed. Everything on that page is totally doable for a serious engineering team, and has been done m

This is pretty reasonable for 2004, but the problems have changed. Everything on that page is totally doable for a serious engineering team, and has been done many times. The real hard part is what they briefly touch on with: Don’t do page rank initially. Actually don’t do it at all. For this observation I risk being inundated with hate mail, but nonetheless don’t do page rank. If you four guys in your garage can’t get something decent-looking up without page rank, you’re not going to get anything decent up with page rank. Use the source, Luke—the HTML source, that is. Page rank is lengthy analysis of a global nature and will cause you to buy more machines and get bogged down on this one complicated step—this one factor in ranking. Start by exploiting everything else you can think of: Is the word in the title? Is it in bold? etc. Spend your time thinking about anything you can exploit and try it out. The web is full of sites that want to rank, since traffic makes money and appearing high in search results gets you traffic. Simple handling of HTML source is incredibly gameable, and while it might have worked okay on the web of 2004 it definitely is not enough now. It's you and your team verse an enormous number of SEO people.