SEO
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How search engines work
Search engines pay attention to two categories of factors to rank a website - on-site factors and off-site factors. The first is content on your website, something that is completely in your control. The second, is something that you don't have direct control of - information about your site on other sites, which basically boils down to external links (hypertext) discussed earlier.
Although search algorithms constantly change, there are still some differences as to how much importance they put on each different factor. Google is known to waive more importance on off-page factors. Yahoo and MSN, especially MSN pay more attention to the on-page factors.
In a way off-page factors are more reliable to ensure that the site is relevant to keywords and really offers the valuable content for the keywords as on-page factor are quite easy to manipulate and irresponsible webmasters use them in a bad manner. Back in the days, webmasters used to abuse the techniques to artificially increase relevance of their website (e.g. by flooding the pages with keywords). I would definitely not advise to do that as first of all I believe in providing valuable content and second, modern search engine algorithms pick it up very easily and will on the contrary decrease your ratings or blacklist a site that uses them.
Anyway, back to the chase, the next section will discuss how to optimize a website for search engines.