Search Engine Optimization consists of some factors which can be changed and modified by webmaster and some which can’t. The former is called On-page factors and the latter is Off-page factors.

In this chapter we are going to study ‘On Page Factors’.

On page factors include

• Keywords
  
• HTML tags
  
• Content
  
• CSS
  
• URL rewrites

As we know, on page factors are related directly to the content and structure of the web site. This normally consists of pages written in HTML but also applies to other document formats that are indexed by search engine such as .pdf or .doc
Along with all the aspects mentioned above, it may also include reducing redundant HTML codes produced by web page authoring tools and restructuring the site to produce better linked and focused page content.

Let’s start up with the first and foremost aspect of SEO, ‘Keywords’! Keyword list is a list of significant and descriptive words that will be used to render the content to users in searches. The words should be similar to the theme of a web site and should be easily integrated in the web site content. Keywords are mental images linked to what lies in the heart of your customer. Keyword selection is based on consumer persuasive research.

The first step of any SEO campaign is ‘Keyword Research’ i.e. determining and short-listing the most relevant keywords to the product/service. To generate maximum ROI from online marketing campaign, careful selection and focused efforts on specific keywords is very important. Keyword selection mainly depends on the theme of website, your target audience, which search engine they are likely to use and finally what keywords they might use to find your product or service.

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