You wouldn't expect to look high up on the SERP for a word or phrase which doesn't appear very often or never on
your website. Consequently, in order to attract the attention of the major search engines, we must ensure that our
key words actually appear on your website. This will unfortunately incorporate some tweaks or even re-writes with
pages or articles so as 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 including articles - Page
Descriptions - the written text that appears in the top of your browser whenever you visit a website. It's|This is
certainly also used in some yahoo in the search results. This information is added using "meta tags" which can be
hidden in the web site source code. If the page is editable which has 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 - it is better to have a page 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 is to keep the language as
natural as possible whilst using the key words as often as possible - without going overboard. Too much keyword
density can lead to search engines such as Google removing a website from their index, when it suspects foul play.
Google uses a voting system to rank websites and pages in order of importance when choosing which pages to show
presents itself the SERP. It is false that the site with the most keywords gets to the superior. It all depends on how
important and relevant your website is for those keywords in the opinion of the search engine. The specific algorithms
made use of by search engines are trade secrets and tend to be always being refined, but generally Google works as
follows: Each link back to a page on your website counts as a vote. You could therefore argue that more links you
have the better and this is actually partly true. However, Google is in addition interested in how relevant that link is.
It can tell if the website linking to your own property has similar key words which is therefore more relevant. Finally, if
the website containing the back link contains a high Page Rank this adds weight. For example, if the BBC and Times
Online (High Page rank) ran an posting on Social Housing and had the link social housing to a website about social
housing, this would increase the importance of this site for that key word. Therefore, it is not so much the number of
links that counts as being the quality and relevance of the links. That said, better quality and relevant links you have,
the higher up you will get. There is one last item to say about backlinks. There are some back links you don't want.
For example, just being a back link from the BBC carries weight, a back link from some black-listed web-sites will
damage your ranks. Google know that some disreputable "black hat" SEARCH ENGINE RANKING OPTIMIZATION
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 | Search Engine Optimisation