Flash and dazzle has become the norm in web site design. Each web master tries to outdo the next with bells and whistles that will attract users and encourage return visitors. While making a site that dazzles your visitors may be the your goal, one of the important reasons for having a web site, in the first place, is lost. We lose the ability to be seen by the millions of people that surf the web. Yes, your pages can be seen ONLY if people can find them. As much as we may dislike the necessity of using the Search Engines, they ARE a necessary evil and our sites must be able to be visited, seen and indexed by the Search Engine robots. As it stands now, most of our pages are lost to the Search Engines. That's right, LOST! With the advent of dynamic sites, databases and shopping carts and the use of PHP, Java, ASP and other dynamic languages, we got away from straight HTML pages and the Search Engine robots got left in the dynamic dust and most of us became members of "The Lost Web", the group of sites that are not 'walked' and indexed by the major Search Engines like Google. Some people have tried to rectify this problem by using complicated server-side quasi-solutions that cost them a fortune and still produce URLs that the Search Engines look at and pass over. The reason for that is that the new URLs look just like the old dynamic URLs and don't tell the robots what is on the page. A true HTML URL will tell the robot what the content of the page is and entice the robot to come and take a look, similar to marketing to people. Your URL is the hook that lures the Search Engine robot into your page to look, read and index. If it is full of gibberish like question marks, lines and numbers that do not mean a thing to anything or anyone except the server that generated them, the Search Engine robot will go on to another page where it can understand what is on the page. Think of it this way, if you had a real-world store with a huge plate glass front window, you might put signs in your window to entice visitors to come into your store. However, if the signs read, "myystore.com/signin.php?.09004282847598|83930-12-48?gagor?9387375" would anyone come into your store? Of course not! They wouldn't come because they wouldn't have the slightest idea of what you were trying to tell them with your sign! Now if the sign read, "mystore.com/sale/furniture/sofas-and-loveseats", they might just come in to see what was on sale. At least they would know what was in your store! You could go back to writing each and every page in HTML, by hand. Wouldn't that be fun? Imagine changing all of your HTML code, every time you had a slight change in your site. How about changing all your shopping cart pages into HTML? You see my point! It just cannot be done by hand. In order to get your site up at the top of the Search Engine results, you must have static (HTML) URLs that the search engines can read. You can optimize your pages all you want, but if the Search Engine robots can't see your pages, you have wasted your time and money.