How to Increase Your Search Engine Rankings

When talking about search engine rankings many people ask themselves questions like;

how many keywords should I put in my anchor text? What is the keyword density that I should have on the page? Should I use short copy or should I use long copy? Can I use flash or not? How many keywords should I put in my "alt" text? Etc...

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A general statement to answer the above questions is that "magic numbers do not exist." The most important thing you can understand as a search engine optimization expert is that algorithms change. Just when you think you understand what is going to make you number one for a keyphrase in a search engine, something could easily change, and you might have to spend months or even years trying to figure the new algorithm.

It is better not to try to reverse engineer the algorithm, do something much easier instead... observe your top competitors. All you need to do is to understand what elements your competitors are using to make them rank in the top positions.

The main elements to getting top search engines rankings are:

- Number, quality, and relevance of inbound links pointing to your site

- Fresh, relevant, quality content (needs to be added frequently)

- Keyword density of your home page or any page you want to rank highly

LINKS, LINKS, LINKS

The first thing to observe from your competitor's sites is their inbound links. This means the number of sites that have a link pointing to their website. You can easily measure it by going to Google and typing: "link://www.yourcompetitorssite.com". However do not only do this on Google because they don't show all actual links pointing to a site. Yahoo and MSN tend to show a lot more of the back links to any given website.

Part of the observation should be not only what the links say, but where the links come from. Think about what the category is that those links come from. If you start to see a recurring pattern, you should start actively searching for links coming from that category.

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Some marketers use special software for robotic content creation. They generate thousands of pages with links pointing to their sites. This practice can be very dangerous, as Google will penalize unnatural linking or violations of their terms of service. And what happens is that those links do not look natural. One day one site may have 50 links and the following day have 2000 links, which all say the same thing and come from the same IP address.

If you understand how to observe, this will never happen to you. You will learn how to look at your competitors, and observe how they are getting linked to. Then, just do what they do.

How to Increase Your Search Engine Rankings

By: Martin Richardson

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