Web Designers are typically people with a background in graphic design who utilize their talents to creating artful work on the Web. Aesthetics, proportion, typography, and color are key elements of Web design. Web designers have varying skill levels based on their education and experience in the field. Some Web designers work for firms while others operate small or home-based businesses. Web designers are not to be confused with Web developers. Web developers take an engineered approach to Web design to improve search engine rankings. While a great-looking design is important to visitor experience and sales, great development points search engines (completely sightless robots) into well-developed sites first. Web designers who utilize the W3C Validator when designing Webs can reach a high level of development, similar to the results produced by Web developer. There is a great deal of discussion on the Web as to which approach is best: Design only, or Development plus Design.