On-Site / Off-Site Optimization
It is common for search engine rankings to go up and down. Most webmasters are unsure what to do to keep their web sites at the top of
the rankings. High search engine rankings can be achieved with on-site and off-site optimization. On-site optimization refers to factors you
control inside your web pages: text, internal links, keyword density, etc. Off-site optimization refers to factors out of your control, mostly, web
sites that link to your site.
Some webmasters optimize the text of their sites, get the right keyword density, optimize the page titles, etc. Some think that getting links
from other sites is the only way to optimize their sites. They go to great links to invite others to link to them.
The fact is, you have to concentrate on both. If two sites use the same keywords and in the ranking scale of a search engine they are equal,
most search engines give the higher ranking to the one with the most external links. However, it is impossible to please all the search
engines by emphasizing one factor over another.
To make your web site receiver the highest possible ranking, optimize your web page content and get links from other web sites. There is
no substitute for quality workmanship.
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