The little details... like search engine listings text

This is why it's a good idea to Google your own business... you might end up noticing some embarrassing details like this one:


Unless you're deliberate about which text gets added to your URL in a Google search result, it could end up grabbing the worst possible thing off the page: the text that's not about your business.

Here's another example of the same problem in a different spot:

This happens to so many newsletters. The first piece of text the browser sees is the thing about images. Everybody knows about this, and the email should communicate effectively and look great without images loading. Watch out for this.