You wouldn't expect to appear high up on the SERP to get a word or phrase that will doesn't appear very often or
never on your website. Consequently, in order to attract the attention of the search engines, we must ensure that
our key words and phrases actually appear on the website. This will unfortunately involve some tweaks or even re-
writes involving pages or articles to be able to thread these keywords and phrases into the website. There are
several areas where these keywords and key phrases should appear. Examples are generally: - Page Content which
include articles - Page Descriptions - the text that appears in the superior of your browser after you visit a website.
This is also used in some yahoo in the search results. This information is increased using "meta tags" which might be
hidden in the web site source code. If the page is editable which has a content management system (CMS) they can
usually be edited directly - Keywords - Also hidden in meta tags and as used by some search engines - URLs - it is
better to have a web site named "... /strategic-asset-management. html" as compared to "... /page2. html Once
again you can find tools to help test 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 you
possibly can whilst using the key terms as often as probable - without going overboard. Too much keyword density
can lead to search engines such as Google removing a site from their index, if it suspects foul play.
Google uses a voting process to rank websites and pages in order of importance when deciding which pages to show
at the top of the SERP. It is false that the site with more keywords gets to the top. It all depends on how important
and relevant a web site is for those keywords inside opinion of the search engine. The specific algorithms as used by
search engines are trade secrets and tend to be always being refined, but generally Google works as follows: Each
link back to your page on your website counts being a vote. You could therefore argue that the more links you enjoy
the better and this is actually partly true. However, Google is in addition interested in how applicable that link is. It
can tell if the website linking to yours has similar key phrases and words which is therefore much more relevant.
Finally, if your website containing the back link contains a high Page Rank this adds weight. For case, if the BBC or
Times Online (High Page rank) ran an posting on Social Housing and had the web link social housing to a web site
about social housing, this can increase the importance of this site for that key phrase. Therefore, it is not so much
the number of links that counts as being the quality and relevance with the links. That said, the more quality and
relevant links you've got|you might have, the higher up you're going to get. There is one last item to say about back
links. There are some one-way links you don't want to have. For example, just as a back link from this BBC carries
weight, a back link from some black-listed sites will damage your rankings. Google know that some disreputable "black
hat" SEO consultants trade links to enhance their rankings. Once Google discovers a really site (or someone reports
such a site), the site can be removed from its catalog.
SEO Salford Search Engine Optimisation