Like an investment plan, search engine optimization produces the most reliable returns when implemented automatically every month. There’s no mystery to gaining top search engine positioning. Tricks and shortcuts don’t work; at least not for long.

SEO must be a win-win-win: a win for your site, a win for the sites who link to you and a win for Google. Google and other search engines are really looking for two things: great content and great backlinks (the inbound links from other ‘on topic’ related websites to yours).

1) Off-Page Search Engine Optimization: Developing Great Backlinks
The most significant factor in your page ranking is it’s popularity or PageRank, based upon the number of ‘votes’ your site has received by way of quality inbound links. A quality link is one from a site of the same topic as yours (a site that targets the same keywords as yours) with well-chosen anchor text (the actual text used in the link to your site), preferably from a site with a higher ranking than yours. That’s a tall order and most website owners and web designers are at a complete loss as to how to obtain these absolutely vital backlinks.

The Problem: Obtaining backlinks is not design! Securing backlinks, often from competitors and peers, requires public relations skills; creating a buzz across the Internet. Writing press releases, article publication and distribution, working the forums and other networking skills are required in gaining quality inbound links. I’m sure you’re beginning to understand why web designers usually fail at obtaining backlinks for their clients, and consequently your search engine positioning suffers.

2) On-Page Search Engine Optimization: Creating Great Content
You must make your content more attractive to the search engines without affecting readability for your visitors. Begin with an extensive keyword analysis to come up with just the right keywords to target, then tweak the text for improved keyword density. Add a highly optimized title for each page and add meta information. Back-end upgrades are generally made to make certain the search engines can crawl the entire site, and  any pages you don’t want indexed (ie: secure data for logged in visitors only) should be isolated with a robots file. In many cases, significant alterations to the web pages are not possible without affecting readability, so you’ll want to write article pages, based upon your content, to provide the kind of keyword-rich content the search engines would like to see.

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