Achieving top search engine rankings is critical to the success of any web site. It has been widely reported that a web site must be ranked within the first three pages of search engine listings in order to generate enough site visits to become successful. Competition for these tops rankings is stiff, and only those sites that make good use of on-page SEO techniques stand a chance of achieving the coveted rankings.
Let’s examine a few of these on-page techniques for a better understanding of their role and how they may or may not impact a web site’s page ranking. The first technique is the effective use of content on the page. The content should include your keywords and phrases, but should be used in a way that makes sense, and that appears natural to both the visitor and the search engine algorithm. Search engine algorithms are sensitive to the over use of keywords, and may penalize a web site with a lower ranking if it suspects the site of deliberately doing this.
Unethical use of on-page techniques may lower a site’s ranking, or even lead to the site being banned by the search engine. Hiding repetitive keywords by giving the text and background the same color is one example of the unethical use of an on-page technique.
In my opinion a great deal of time and effort should be given to these techniques. They can make or break a web site. Used properly they can lead to higher rankings, used improperly, or unethically, they can lower a site’s ranking
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