Google shows that they index over a trillion pages, indexing ten to five hundred thousand results per keyword search. A recent study by Marketing Experiments showed that sixty eight percent of all search engine users only click on links they find on the very first page of the searches.
They concluded from their research that in order to make the best possible use of your search engine optimization, there were five things you need to pay careful attention to.
From the research:
“1.Keywords – This is the most important underlying factor contributing to search rank. Once you have identified high-impact keywords, they must be strategically incorporated into site pages in a way that not only suits search engines, but is still useful for real visitors to your site.
One of the most critical things to remember: building a concise list of targeted keywords and phrases, drawn from research and analysis, is a much more effective approach than writing up a laundry list of words and cramming them into your code and copy.
2.Content – Keywords are useless on their own, so they need to be properly applied throughout site pages to ensure good keyword density. You should also make sure you have enough content pages to rank well. For example, a typical B2B site should have somewhere between 100 to 500 pages of content to rank in the top results.
3.Meta content and tags – Search engines read and index the code, or meta content, behind each page. Title tags are a priority area for search engine spiders, and the meta description is what the searcher sees on search results pages below the page title link.
4.URL paths – Google also checks URLs, and it is a huge advantage to have a top-level domain that includes a relevant keyword or two. That extends to using keywords throughout a URL in subfolders and page names. The longevity of a top-level domain also plays a role in rankings.
5.Inbound links – These links are among the least understood and most under appreciated of SEO factors. “Link juice” can have an enormous impact on your rankings. The most valuable links to your site are from other highly regarded pages and sites that are relevant to your industry. As a rule of thumb, if you’re targeting a competitive keyword, the page of your site that addresses that keyword needs to have roughly 100 pages pointing to it; for a less competitive keyword, fewer links are needed.”- As presented by Paul Taylor.
The article itself then goes on into a very lengthy but easy to read process of optimization for your own site and pages, and the different things you can do for your regular optimization on your site. Understanding that search engine optimization is not just a one time thing, but an ongoing process, being able to clearly define the areas your sites are lacking may be a great first step.