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ording to Matt Cutts, there are over 100 factors that affect search engine ranking. For those of you who don't know, Matt is a Google guy guru, he is employed by Google but writes an independent blog and shares information related to Google and search engine optimization. Unfortunately, of those 100 items that account for search engine ranking, there are only a few that webmasters can actually control.
Unless you are a interested in an exercise of futility, it is important to only focus on those ranking factors that you, as a webmaster, can control and influence.
What are Search Engine factors do webmasters control?
Outside of the obvious (webpage title and description) those items which the webmaster has the most control are: PageRank, TrustRank, Anchor Text, Keyword Density, Domain Age, URL [link widoczny dla zalogowanych], and Relevant Links.
How can a webmaster use these items to help ranking?
First off--the obvious, each and every web page should have a descriptive page specific title and description. The title, description, and header tags are channels to communicate the most important details of a specific webpage. They should be used effectively, but not be abused. The web page should make use of h1 and h2 tags (header tags) to emphasize pertinent keywords and phrases.
Particular attention should be paid when formatting urls. Keywords related to the webpage can and should be used in the webpage urls. Use hyphens rather than underscores between the keywords. Search engines are designed by developers and programming languages will recognize a hyphen and distinguish separate words, while an underscore blends the words. Keywords in the URL should not be abused, as search engines do not appreciate excessively long urls. Avoid using characters like ID= in the URL as many search engines will see it as a unique session ID and not spider the contents of the webpage.
The website's navigation depth should not exceed 3-4 levels. The shallow website depth will make a search engines deep crawl easier, ensuring that will be able to spider the entire contents of your website. If you add a new page and wish for it to be spidered quickly add a link to it from an existing spidered web page.
Domain hosting and location do matter! A .uk domain and a webhost located in the UK will increase the domains search engine position in any .uk search engine. If you are targeting a specific region or market consider purchasing a local domain.
Obviously you control the websites content;bad content or no content means no incoming links. Good content has the potential to attract good quality unsolicited links.
What kinds of content generally attract quality links?
The idea is develop quality content that will result in incoming links. Think of JibJab, they portrayed a controversial subject in a humorous way without alienating their audience. While JibJab was able to garner a lot of attention, its a tricky tight-rope to walk. Consider adding tutorials that explain a specific technology [link widoczny dla zalogowanych], create a niche directory or a topic specific glossary, post industry news, maintain a blog with fresh content, or write how to articles.
Take advantage of your content. If you write a press release don't just send it to the editors, add it to your website in a press center. Submit the press release to public relations websites. There area a number of press related websites like PRWeb that are really good and all will result in good quality incoming links back to your website. Also add your press release(s) to an RSS feed, not only with this communicate with your customers that new products or updates are available but you will also benefit from links from RSS search engines and directories.
When you post a release or content that has genuine value, use social bookmarking tools (like digg [link widoczny dla zalogowanych], furl) to bookmark the contents. These social bookmarking sites are becoming increasingly important in weighing the value of a sit