The 4 Major Aspects of SEO for Ranking

The primary purpose of Search Engine Optimization (SEO) is to improve where your site is displayed on a search engine results page.  Google, and the other search engines, rank these sites based on a combination of the following:

Click-throughs – aka, how popular your site is in comparison to similar sites. Search engines monitor the number of clicks each search result receives. It’s just like high school: jocks get picked for the team based on their ability to deliver the ball. Similarly websites that deliver the goods get picked more often and subsequently rise in the rankings.

Frequency – how often a key word appears on a page affects ranking but don’t be greedy and think you can type your keyword a dozen times in tiny print at the bottom of the site. The spiders can, and will, discover your deception and ban your site. In fact they have given this practice a name: key word spamming.

Remember: The goal, as always, is to write relevant and interesting content for your target audience.

Links – This includes links into your site from related sites, relevant outgoing links, links within your site. Once again, the key is relevancy.

Location – I’m not talking about your web address, “”, but the physical location of key words and phrases on the page. Don’t forget to put your most important key word in the title, and use those key words and phrases in the first few sentences if possible.

Caution: don’t try to “out think” the search engine spiders and algorithms. Google hires very smart engineers to combat fraud, and the consequences of trying to procure undeserved rank won’t serve your business goals any more than being a petty thief will make you rich.