importance of on-page factors

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Other search engine optimization techniques

No single optimization technique by itself can achieve very singificant results. Ultimate success of your search engine optimization efforts requires combined use of different optimization techniques, whereby each technique supports and complements other techniques used. "Follow through" with a keyword - from page title, to metas, to headers, to links and to content. When keyword is "promoted" using all of these techniques, this is when your optimization techniques will be most effective. Below is a discussion of additional optimization techniques that can help to improve search engine rankings of your pages.

Bold and italic text

Sometimes you want to highlight a part of your text for the reader. You can do this by making the text bold, italic or underlined. If you properly designed your content, these important parts will be your keywords. Marking parts of the content in this way seems to have some effect in improving your page ranking in relevance to that particular keyword, thus not only improving usability but also search engine rankings of your pages.

Optimizing images

Images by themselves are invisible to a regular search engine, therefore a search engine doesn't have any clue what an image is about, not without your help. Unless you are running a website where images represent your main content, I would not regard images as a huge traffic generating mechanism. They are however capable of generating some additional visitors. My sites generate about 2% of the traffic from image searches.

As you can see traffic increase from images is not major but neither is the effort required to optimize images. All you have to do is give descriptive names to your images and use alt tags. For example, if you have a picture of a diesel engine on your page instead of inserting image as

<img src='blah.jpg'/> insert it like this <img src='diesel_engine.jpg' alt='diesel engine'/> and you might get some visits to your website when someone is looking for a picture of a diesel engine. It's that simple.

Optimizing text content

Text content is the main value to your visitor if you have an informative website like this one. Content, content, content - this is what you need to provide to your visitors. Write a lot of content, make it dynamic, make it easy to read. This is to create value. Now, to make sure this value gets to people who may be potentially interested in your topics, you need to try to organize content in the way that search engines will regard it as more relevant for a particular topic.

The main guidelines are to remember to mention your keywords in the text content of a page, try to use them in different variations, remember to mention them in the first two paragraphs of a page, as top portion of a page is usually considered more relevant than content towards the bottom. If you have a lot of topics/keywords to cover, create additional content pages - don't try to cover everything with one page. A rule of thumb is two - max three keywords per page. Be also prepared that visitors will not always be coming to your main page. This is an assumption that many beginning webmasters make. Visitors coming from search engines will enter your site on a page that has content that they were interested in. This means that you should not try to only optimize your front page, but each individual page for a certain set of keywords.

There is also a concept of keyword density, which is a percentage indicating how often a certain keyword/keyphrase appears in page content. Keyword density is believed to have an affect on ranking a page and there is a lot of debate about optimal keyword density. My personal belief that fine-tuning your pages to a certain optimal keyword density isn't really worth the effoft, as search engine algorithms are constantly changing and if you extensively rely on such an 'volatile' factor one day you can unexpectedly see your pages drop in search engine results. I prefer to use a combination of techniques that has been discussed and keep content flow natural. This seems to produce consistent good results.

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