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Factors Affecting Search Engine Placement
There are many factors which determine search engine rankings for pages on the internet. Search engines are all different, but the variables used in determining placement are the same. Two of the more important variables affecting search engine placement include relevant content and link popularity.
Relevant Content:
This is the core of your site. To search engines, content is king – keyword rich content, that is. Simply put, if you tell the search engines that you wish to be indexed for a particular keyword phrase in your Meta tags, then that phrase needs to show up in your website copy. Not only that, it needs to show up with a certain keyword density ratio, to convince search engines that your site is relevant to the searcher’s request.
Put another way, if I want to be found for a keyword phrase such as “website copywrite” and I don’t write that phrase into my website copy, why on earth should Google return my page with any kind of ranking for it? When a searcher types into a search box the phrase “website copywrite” Google first checks its vast database to see which sites claim to be about that particular topic. Lo and behold, it finds 279,000 entries related to that phrase. Imagine that! Why should my web page show up on page one instead of page 10,000 for website copywrite?
Link Popularity:
Relevant content may not always be enough, especially for highly competitive search terms. If your page has great keyword density but nobody knows about it, it doesn’t do well in search engines. Search engines favor pages more highly if they are linked to by a lot of other web pages, especially if they have good content with good keyword phrases. How many times have you clicked on a link to a site from another site? This is called “link popularity.” Pages that are linked to by other pages tend to be better pages. And the search engines tend to view these links back as “votes of confidence.” Also, search engines have software programs called “spiders” that “crawl” from one link to another. Links, in a word, are important and a huge determinant in search engine rankings.
Basic search engine optimization addresses how search engines view your page. Essentially, they look for relevant content combined with significant link share. There are other factors, but these two are far and away the most important. If you have these two search engine optimization factors in place, then you have a good chance of ranking highly in the search results.
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