When creating a website, some entrepreneurs try to do too much when it comes to optimizing their sites for search. For instance, some might want think they need an SEO-friendly domain name -- that having keywords related to their business in their site's URL will make their site rank higher in the search engine results pages. But search engines mainly analyze website content, not individual domain names, says Search Engine Land Editor Danny Sullivan. The key to great SEO is having high quality content on your site.