I use to pay this guy to do seo for one of my sites. I know the basics when it comes to White Hat SEO, and this guy turned me on to some blackhat techniques. . .except for one. I'm a graphic designer by trade and I know basic XHTML/CSS and jquery, so I'm always up for redesigning and restructuring my sites. Well, he ranked this one site quick. In a week it had been indexed and almost on the first page. Anyways, long story short, I went to re structure the html for what ever reason, rename some files, and switch out images, and he STRONGLY advised against that. He said that if I wanted to keep my strong ranking I should keep the files the same name and practically leave the HTML alone. Even so far to say to not even cut them up into PHP; because PHP is harder to rank for! Knowing what I know of SEO, and Search Engines, I thought that that was pretty laughable what he was saying. I've looked and read all over the forums for any resemblance of this technique, but I can't find it. No one does it. So here are the key points: 1. all files must stay the same name. 2. If you originally built the site out of tables, they must stay tables. 3. You cannot add any new information without them "SEO-ing" it first. 4. I don't know if this is part of it or if it's actually really good basic SEO, but Meta tags must follow a certain order, and no new keywords can be added or changed. Anyways, if you guys can help me figure it out, I'd like to know just for myself what the mechanics behind the magic technique is.