Your web site can achieve higher page ranking on the results page which should translate into more traffic and more customers. The amazing truth about search engine marketing is that you can get to the head of the class without having a huge mountain of cash to throw at the problem. You simply have to know what you are doing (or find someone who does) Search engine marketing is the ultimate scenario of little David slaying the huge Goliath.

The two factors which determine your page ranking

Factor Numer One: Keywords & Content

The keywords found in the content of your page will affect your page ranking based on how frequently they are found on your page and where they are found on your page. There are two main ways keywords on your page positively or negatively affect your page ranking. For sake of brevity I'll assume your goal is to achieve higher page ranking. Therefore, I will only described the best ways keywords should show up on your pages.

Density

Ideally the keywords for targeting should make up about five to seven percent of the content on your page (per word if your keyword is a phrase).

Prominence

The key words you are targeting will be assumed by search engines to be prominent and important to the content of the page based on where they are found. The following three areas indicate importance to search engines:

1. The key word should be found in the title tag of the page. Note: the title tag is not a visible element on the page. It is found in the headers of your page. But you can see the page title (or a portion of it) in the tabs at the top of your browser. Float your cursor ove the tab for one  of your pages and you should get a little pop up with additional info.
2. Search engines approach content like a journalist. What ever is found in the first paragraph of the content is the most important content. So, the keywords you are targeting should be found in the initial paragraph of your page content.
3. Search engines also assume that any text that has been emphasized using Bold, Italics, Color or that is a header is important. Actually, the header is the most important. For any HTML lovers out there that's anything between the <H1></H1> tags.

Note: Search engines cannot see images you have included on your web page. But, they can read alt text tags. So, if you are using images, banners etc. with the keyword rich copy be sure to include your keywords in the alt text description for the image.

Factor Number Two: Links (Who Loves You Enough To Link To You)

Search engines supplement their analysis of keywords on the page with an additional analysis of who is linking to the page. The search engine assumes that good, relevant content will be more likely to be linked to buy other web pages. Its like a vote of confidence from other web sites that vouch for the quality of yours. But, it's not a one man one vote world on the web. If a high quality, relevant site links to you you get some of their mojo. If a low quality site with no relevant content or reputation links to you you get very little mojo. You might even get some negativity for your page ranking score.

Search engines are also interested in what words are used in the text link on the site where the link comes from. So if you have any control over what the text link on the linking site may be, trying to work in your targeted keywords. Instead of the old stand by click here, or simply your website URL www.yourdomain.com try to use the actual key word phrase Get CandyGrams Free. But don't use the same phrase every where or the search engines will get suspicious. Try to mix it up a bit. Perhaps even having a list of ten link phrases rich with keyword goodness that you can use randomly across the world wide web.

Summary

Creating a keyword rich content page and getting lots of good qualified leaks from other sites is definite pathway to achieving higher paid rankings with top search engines. But it takes a great deal of effort and organization to make this happen. You must coordinate copy writing, HTML coding and if your pages are dynamically created you must give some thought as to how the intersection of each page is constructed.

So, using these basic steps you should be able to improve your website’s page ranking, but to get yourself on the first page is a lot of work.  So, roll up your sleeves!

Tips:

You might find it easier to start first with the careful selection of which keywords you really want to target so you don't get bogged down, you can use the other words for PPC.

You might find more success nibbling at the edges of your target market rather than trying to go head to head with search engine marketing professionals who are vying for the top ranked keywords. Try some more obscure phrases or synonyms.You might want to focus first on finding some juicy keywords that are not so hotly contested. Check out our article on key word strategy.