The key objective of any web site should be to attract visitors and before you build your web site you should have an understanding of how you are going to attract visitors. Whether your website is commercial or not then sooner or later you are going to want to attract visitors. You should be focusing the majority of your efforts on getting your visitors from the search engines. Certainly the lowest cost and best targeted traffic will always be brought to you by the search engines.

Search engine revenues rely upon the accuracy and relevance of the results they deliver to their users. Searchers will return over and over again to a search engine that delivers the most relevant results. The more frequently users return to the search engine the more opportunity and income the search engines create. The challenges are the exactly the same for you and your website.Acquire users and keep them coming back.

So how do you go about doing this?. There are two key ways you can do this. You can work hard to produce very good content and publish it on your web pages or you can advertise using methods such as Pay Per Click or Google Adwords.

Search engines have a simple philosophy that nothing exists on the web without a keyword or a key phrase . Search engines perform searches based upon the keyword or key phrase entered by the user. The search engine scans its index of web pages and returns the web pages it has decided are most relevant to the keyword or key phrase. The two factors that decide what results a search engine returns are authority and relevancy.

Relevance is determined by the occurrence of keywords in the web page content and authority is largely derived from back links from other web pages. The order of the list of results displayed by a search engine are conducive with the authority and volume of the back links to each page.

Back links are the sledge hammers of SEO (Search Engine Optimisation).

Back links have two key uses – influencing the search engines ranking decisions and directing traffic to your web site from other internet properties. People searching for and reading relevant content will click on the back links that contain text related to their quest and subsequently be directed to your web pages. The technical term for text associated with a back link is “anchor text” and this play a role in the value attributed to every back link discovered by the search engines. Back links can vary in value.

Web pages with back links from authoritative pages acquire authority in the eyes of the search engines.The higher the authority of the linking pages, the higher is the authority passed to your pages.

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