It is common that search
engine rankings go
up and down all the
time. Many webmasters
are unsure what they
have to do to keep
their web sites at
the top of the search engine result pages.
There are two main factors
that influence the
rankings of your
web pages.
On-site optimization and off-site optimization
High search engine rankings can be achieved with on-site optimization
and off-site optimization.
On-site optimization
refers to the factors
that you can control
on your web site:
text, links, keyword
density, etc.
Off-site optimization refers to the ranking factors that are usually out of your control.
The most important
off-site factor are
the links to your
web site.
Search engines use these two main factors to determine the
rankings of your
web pages. What is the better way to optimize your web site for search
engines?
Some webmasters focus only on on-site optimization. They optimize
the text of their
web pages, they try to get the
right keyword density,
optimize the web
page title, etc.
but they don't care
about links.
Other webmasters think that links from other web sites are
the only way to
get high search engine
rankings. They
spend several thousand
dollars to buy
links from other sites
without fully optimizing
their web page
content.
You can achieve good results with both methods. However, you'll
get even better results
if you combine both on-site
and off-site optimization. How do search engines rank web pages?
Optimized
web page content
helps search engines
to find out what
your web site is
about. If the optimized
content of your web
pages shows search
engines that your
web site is relevant
for a special search
term, your web site
will get high search
engine rankings for
that search term.
If more than one web site is optimized
for the same search
term, search engines
have difficulty to determine the
best web site. That's
where links come
in. In general, if more than
one web site is optimized
for the same search
term, the web site
with the best incoming
links will get the
best ranking.
The higher the competition for a search term, the more you
need both optimized
content and links
from other web sites.
Using only one factor
works for unpopular
search terms but
as soon as there
are other sites that
compete for the same
search term, you
have to optimize
both factors.
What does this mean to your web site?
Optimize
your web page content and get
links from other
web sites to
make sure that your
web site is in a
good position for
high search engine
rankings.
Getting more customers and more sales through on-site and
off-site search engine optimization
requires some time
and work. The results
are worth the effort.
Detailed information on how to optimize your web pages so
that they receive
top rankings on Google,
Yahoo, MSN and other
important search
engines can be found
in our free
search engine optimization
ebook.
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