SEO – Five Essential Strategies To Improve Search Engine Ranking

There are many search engine techniques you can use to help you increase ranking and you can spend a lot of time trying to learn them all and put them into practice. However, your time is better spent focusing on a few of the most rewarding and those that have a proven track record for getting results. Webmasters and search engine optimization managers do not agree on what single most important factor is responsible for obtaining a high search engine ranking. However, they all agree the following four aspects are critical and rank high on their list of essential strategies:

Website Design

Design your website for maximum search engine ranking. Know what search engines are looking for and how spiders crawl your site. How easily the search engine spider can navigate your site is important. Make sure your pages are accessible and internally linked. If you or your customers have trouble navigating your site, so will search engine spiders. Build your site so it can be crawled quickly and ranked highly for your important keywords.

Keyword Selection and Placement

Use relevant keywords in the URL and keep each page focused on one or two important keywords. Search engines put considerable weight on keywords used in the URL as long as they also appear in the page content. Review keyword popularity regularly as they change over time.

Use keywords and keyword phrase meta tags. Use keywords relevant to the page content and are popular among searches on the internet.

Some tips for keyword placement are:

  • Use your primary keyword at least once for every eighty to one hundred words.
  • Use your primary keyword in your title.
  • Use your primary keywords in the first and last sentence of your article.
  • Use your keywords in your meta tags.


Providing up-to-date and valuable content is probably the most important thing you can do to improve your ranking. The algorithm changes recently made by Google make this more so today than ever before. Not only does good content provide short-term results, it provides long-term results. It gives people a reason to return to your site again and again. It also gives incentive to link to your pages, which is another important SEO factor. Placing your keywords strategically in your content is critical.


Use HTML intelligently. The code on your website is another very important aspect of SEO. Search engines can easily read HTML and this code should have keywords and content information. You can use other forms of programming and it may, at times, be necessary, but always include HTML as a backup. Be aware of what search engines look for and make this easily available. Every second you can shave off the time it takes to crawl your site is an advantage over your competitors.


Essentially, backlinks are a vote of confidence for your site. They play an important role in increasing your search engine ranking. The most important consideration in cultivating backlinks is quality. This is one of those areas where quantity in itself is counterproductive if it doesn’t include quality. Quality links are those coming from reputable sites with a similar topic as yours. There are several ways to cultivate quality links and it is well worth your time to learn and use them.

As stated at the beginning of this article, there are a myriad of techniques that are used to increase a website’s ranking. Most search engine optimization managers, however, will agree the above four are essential to ranking. If you can master these elements, you will improve your overall ranking as well as be in a good position to weather the inevitable changes to search engine algorithms.

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