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To determine where your website should rank for a given search term, the major search engine consider a variety of factors. The specific formulae are kept secret so that no one can game the system. The one thing that is clear is that the rules keep changing and evolving as the search engines get more sophisticated.

It used to be that the search engines relied for some of the ranking, on Meta Tags, the part of the website’s html code in which they say what the topic of the site is. Of course, every website that had anything to sell would claim that it was related to every popular topic imaginable in an effort to gain more visibility and more traffic.

The search engines also looked for the use of the key word on the web page, figuring that the more it was used, the more likely it was that the page was really about that topic. That, predictably led to a practice called keyword stuffing in which website creators would simply load up a page with the keyword for which they wanted a good ranking. Sometimes they would even repeat the word over and over again in a font color that was the same color as the background, making it invisible to website visitors, but showing up for the search engine crawlers.

Keyword frequency still plays a part in search engine rankings, but it is one factor among many, and search engines may even penalize websites that have keywords used with a higher frequency that is normal for ordinary text. They also look for the context in which those keywords are used through what is termed Latent Semantic Indexing. If the keyword in question, for example is sunglasses, the search engine’s ranking algorithm will look for the word sunglasses being used with a certain frequency and in certain parts of the page, and they will also look for related words or phrases, so inclusion of terms like lens, ultra-violet rays, vision, polarized, sunlight, glare, and longer relevant phrases like protect your eyes, reduce solar glare, and so forth would increase the site’s ranking as well.

Another factor used to determine a website’s value to those searching for particular terms is third party recommendations. On the internet, these recommendations take the form of links from sites with related content. The more links there are, especially from websites that are popular or highly ranked themselves, the greater the perceived value of the original site. Reciprocal links are discounted since many website owners would trade links with other sites in a bid to fool the search engines.

There are many other factors in determining a website’s search engine ranking and the rules are in a constant state of flux as the search engines try to stay one step ahead of those looking to rig the results in their favor. Having rich, relevant content and that is likely to be of interest to those searching for your chosen keywords is the best strategy for obtaining a good ranking.

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• Call-to-action in the title element truly stands out in results & improves CTR because few listings use them.
• Copyright – You cannot file court action in the United States without first having your copyright registered.
• Copywrite – Article writing for links is a good strategy. Best to find sites to post them in that mirror your topic.
• DMCA Claims – For great examples of DMCA claims and counterclaims check out ChillingEffects.org archives.
• Dropped Domains – The best dropped domains are ones where a web presence is still available; the “forgotten renewal”.

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