The perfect balance between on-site and off-site
It is common that search engine rankings go up and down all
the time. Many webmasters are unsure what they have to do
to keep their web sites at the top of the search engine result
pages. There are two main factors that influence the rankings
of your web pages.
On-site optimization and off-site optimization
High search engine rankings can be achieved with on-site
optimization and off-site optimization. On-site optimization
refers to the factors that you can control on your web site:
text, links, keyword density, etc.
Off-site optimization refers to the ranking factors that
are usually out of your control. The most important off-site
factor are the links to your web site.
Search engines use these two main factors to determine the
rankings of your web pages.
What is the better way to optimize your web site
for search engines?
Some webmasters focus only on on-site optimization. They
optimize the text of their web pages, they try to get the
right keyword density, optimize the web page title, etc. but
they don't care about links.
Other webmasters think that links from other web sites are
the only way to get high search engine rankings. They spend
several thousand dollars to buy links from other sites without
fully optimizing their web page content.
You can achieve good results with both methods. However,
you'll get even better results if you combine both on-site
and off-site optimization.
How do search engines rank web pages?
Optimized web page content helps search engines to find out
what your web site is about. If the optimized content of your
web pages shows search engines that your web site is relevant
for a special search term, your web site will get high search
engine rankings for that search term.
If more than one web site is optimized for the same search
term, search engines have difficulty to determine the best
web site. That's where links come in. In general, if more
than one web site is optimized for the same search term, the
web site with the best incoming links will get the best ranking.
The higher the competition for a search term, the more you
need both optimized content and links from other web sites.
Using only one factor works for unpopular search terms but
as soon as there are other sites that compete for the same
search term, you have to optimize both factors.
What does this mean to your web site?
your web page content and get
links from other web sites to make sure that your web
site is in a good position for high search engine rankings.
Getting more customers and more sales through on-site and
off-site search engine optimization requires some time and
work. The results are worth the effort.
Detailed information on how to optimize your web pages so
that they receive top rankings on Google, Yahoo, MSN and other
important search engines can be found in our free
search engine optimization ebook.