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You wouldn't expect to appear high up on the SERP for a word or phrase that doesn't appear very often or not at all
on your website. Accordingly, in order to attract the attention of the major search engines, we must ensure that our
key phrases and words actually appear on the website. This will unfortunately incorporate some tweaks or even re-
writes associated with pages or articles in order to thread these keywords and phrases in the website. There are
several areas where these keywords and key phrases should appear. Examples are generally: - Page Content
including articles - Page Descriptions - the text that appears in the superior of your browser when you visit a website.
This is also used in some search engine listings in the search results. This information is included using "meta tags"
that happens to be hidden in the web site source code. If the page is editable with a content management system
(CMS) they are able to usually be edited straightaway - Keywords - Additionally hidden in meta tags and as used by
some search engines - URLs - marketing promotions campaigns to have a page named "... /strategic-asset-
management. html" than "... /page2. html Once again you can find tools to help examination the relevance of a page
with regard to keywords and phrases. This is an iterative process and to some extent trial and error. The key thing
may be to keep the language as natural as possible whilst using the key words as often as probable - without going
over the top. Too much keyword density can result in search engines such as Google removing a website from their
index, if it suspects foul enjoy.
Google uses a voting system to rank websites and pages the best way of importance when determining which pages
to show at the top of the SERP. It is false that the site with the most keywords gets to the top. It all depends on
what important and relevant your website is for those keywords in the opinion of the search engine. The specific
algorithms used by search engines are trade secrets and tend to be always being refined, but generally Google works
the following: Each link back for a page on your website counts being a vote. You could therefore argue that the
more links you have the better and this is actually partly true. However, Google is usually interested in how applicable
that link is. It can tell if the website linking to yours has similar key words and phrases which is therefore more
relevant. Finally, if your website containing the back link contains a high Page Rank intimately related to adds weight.
For case, if the BBC or Times Online (High Google page rank) ran an article on Social Housing and had the web link
social housing to a website about social housing, this could increase the importance of this site for that key word.
Therefore, it is not so much the number of links that counts as the quality and relevance with the links. That said,
better quality and relevant links you've got|you might have, the higher up you will get. There is one last item to say
about backlinks. There are some backlinks you don't want. For example, just as a back link from this BBC carries
weight, a hyperlink from some black-listed web pages will damage your rankings. Google know that a few disreputable
"black hat" WEBSITE POSITIONING consultants trade links to enhance their rankings. Once Google discovers a really
site (or someone reports such a site), the site may be removed from its catalog.
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