In addition, keeping a website simple is one of the most critical aspects of achieving success online. Today more than ever before simplicity is the order of the day when it comes to websites and an online presence. Excessive graphics, the use of flash and other bandwidth consuming programs can only serve to lower rankings and reduce overall website traffic. In the name of simplicity, web designers should use limited graphics, carefully worded text and avoid flash and other intense programs and applications at all costs. Finally, it is important to have the right keyword density in all text that appears on the website.