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Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site so one can have more qualified traffic. Search engine optimization process ensures that your web pages are accessible to search engines and focused in ways that helps improve the chances they will be found easily in SERPs (Search Engine Result Pges).

Search Engine Optimization involves "on page" and "off page" optimisation factors. The higher you rank in major search engines like google, yahoo, msn (bing) - higher chances you have to reach your target audience or market.

The search engine ranking is based on Search Engine Algorithm. No one knows about the exact algorithm of any search engine but studies and research has proven that there are few on-page and off-page seo factors, which are common in most search engine algorithms.

On-page seo factors include keyword targeting, HTML tags, Content, Anchor Text and URL while Off-page factors include Link Building, Link Popularity and Anchor Text.


The on-page SEO techniques are:

Location of keywords: Once keywords are finalized the main task is ‘placement of keywords’. The search engine algorithm mainly revolves around the location of keywords. The keywords can be placed in HTML tags, content, headline or in the first few paragraphs. The importance varies according to location. Keywords placed in the headline or first few paragraphs are more important than other locations in web site. If keywords are placed from the beginning, search engines assume that the page is more relevant to that particular theme.

Frequency: Though it’s very important to place keywords in the most visible parts of the web page, it is important to limit the number of keywords. This is called frequency. Search engines also measure frequency of keywords while ranking a page. Search engine analyses how often keywords appear in relation to other words in a web page therefore websites with a larger number of keywords are considered to be more relevant than others.

Location and frequency are just the basics of search engine algorithm. Time to time, Search Engines increase the algorithm complexity.


Off-page seo factors are those that a webmasters cannot easily influence.

Link analysis are done by analyzing how pages link to each othe, a search engine can both determine what a page is about and whether that page is "important" and thus would have ranking boost.

  • Link Analysis: Web-based search engines have introduced one dramatically different feature for weighing and ranking web pages.
  • Link Popularity: Link popularity is a major parameter for Google ranking. The logic logic behind is that if other websites are linking to your site then there has to be more relevancy in your web site.
  • Date of article published: Search engines give more importance to recent published and updated articles. The engines present results beginning with the most recent to the less current.
  • Proximity of query terms: When the term in a query occur near to each other within a document; it is more likely that the document is relevant to the query than if the terms occur at greater distance.

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