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To get good SE listing for a specific keyword on site optimizing is vital.
But this alone does not help nowadays in getting good SE listing.
SE regard more and more on who recommend your site.
They don't believe when you say "my site has lots of good content about widget". You must find other ways to convince SEs. They know that spammers also and always claim that they have the best possible content site.
SEs have to identify good content sites from spam sites.
A link from another site to your site is a recommendation. It tells that the webmaster of the linking site is convinced about your importance and the benefits of your site and want to share this knowledge with his site visitors.
A good content related link text makes it easy to know what one will get when clicking on the recommendation link.
The more weight the linking page has the more weight the recommendation link has.
PR (page rank) is an indicator for the weight of a site.
To become an authority about widget you need to get many links which proclaim "your are the widget authority".
The more PR a linking page has the more trustful is it for SEs.
But spammers also use this technique by using programs to build huge site farms with thousands and often ten thousands of links. With automated generated cross links they will cheat SEs to get high PR and a good listing.
SEs are already beware of this tactic.
An US university made an investigation for Altavista to develop a formula to identify good and trustfully websites.
They examined thousands of websites manually and asserted that sites, bad and good ones, very often get incoming links from spam sites.
They also asserted that good and content rich sites with a high PR very seldom link to spam sites.
So they proclaimed another "reverse" link factor.
Not how many links a site get. Not who is getting the link, but who is giving the link. They named it Trustrank.
It's not only important to get links from many pages.
Sometimes when you get many links from unrelated pages this can hurt your site listing.
It's also important who links to you.
Is the link text, the meta tags, page text relevant to the content of your page?
Fits the overall content of the linking page to your site content?
Which PR has the linking page?
And probably many other factors will be taken into consideration.
I myself made some tests with links throughout sites with the same content and got good result after some time.
Both pages which gives the link and which gets the link get better listing after they were rescanned from the SEs.
How to transfer this knowledge to optimize your website for SE?
You will not have much luck when you focus on keywords with huge competition and get a first page listing for a one word search.
Good listings for global and competitive keywords will be reserved for pages with a page rank of 6 or more.
Searches with global keywords are not so specific and often don't fit to you site.
Better concentrate on 2 word, or even better on 3 or 4 word keywords.
Most people search very specific and exactly know what they are looking for and enter 3 - 4 words for their searches.
You'll get good results when concentrating on 3 or 4 word searches.
For good results optimize each page only for one or maximal for two keywords phrases.
How to get the right keywords?
The keyword we select have to fit into our site context, have many searches and less competition.
A good content to search for keywords is http://inventory.overture.com/d/searchinventory/suggestion/ .
Enter a global keyword and get as result how many people are searching for key phrase with this keyword.
Our site are developed with the CMS Drupal.
We made some program modifications to get a good on site interlinking structure.
This will help us already getting a good PR only by writing good content and adding it to the right category.
But this will not help.
You have to do some manually work to get good PR and a good SE listing.
Here are some tips:
- Log into the site as webmaster,
- go to admin/logs/keywords,
- and look for which keyword phrases the site was found.
There is a list with all pages which were accessed from visitors coming for SEs with the name of the SE, the keywords and the landing page (path).
Click on the keyword and you'll be linked to the specific SE listing page where your site was found for this keyword.
Analyse the page you find under Path, why this page rakes good, how you can improve it with on page SEO.
Link from this page to other pages on the same site or other of our sites with the same content.
Search our other sites for this keyword to find related pages on our other sites and place there a link back.
When the on site search box is not activated for you please go to "edit my account" and activate the search box.
When you invest some time in on line and off line SEO you'll get better SE ranking in a few weeks.