Amanda Camp is a software engineer at Google WebMaster Central, specifically at Webmaster Tools. Camp worked on the sitemap tool as well as the robots.txt analyzer tool, and loves that she develops software that makes it easier for webmasters to understand the sometimes complicated best practices. Camp walks through the reasons why every site owner should consider uploading a sitemap and describing crawl preferences in the robots.txt file, even if their rank is already okay. Next, we talk how attacking a competitor’s PageRank is incredibly short-lived, and instead, Camp offers her #1 tip for long-term PageRank improvement. Hint: It’s not about how many links you have. As a programming and coding lover, Camp advises us to think of proper adherence to web standards and semantic markup like proper spelling and grammar in an essay. Lastly, Camp mentions the popular SEO trick that Google hates, and the one, free practice that could help you find out if your site has poor user experience.