I was involved in a lively back and forth last week on an Irish business forum we follow. It was on the subject of web copy writing and search engine optimization, and it was also on web site design. The last seven or eight web sites in Ireland I’ve been asked to review and offer comment on had many things in common, not the least of which was the first heading and the first lines of copy. Every one of them used their first heading, the h1 tag, for “Welcome” or “Welcome to my Web Site.” The first paragraph was thereafter devoted to...