SEO (Search Engine Optimization) is a scientific technique that enables your web page to appear prominently (closer to the beginning) in the results of a search engine query.

As a scientific method, there are two distinct factors that have a direct effect on your page rank.

On Page Factors: Anything you can change ON a page that will effect its rank in a search engine.

Off Page Factors: Anything you can change OFF a page (eg. Changing something on another page) that will effect its rank in a search engine.

Simply put, the formula for determining the search engine ranking for a particular page using a given keyword or phrase is as follows:
Search Engine Rank = OffPageFactors x OnPageFactors

By adhering to and taking in to account both “On Page Factors” and “Off Page Factors”, your website has a significantly better chance of achieving a high rank.

One seminar participant summarized it as follows:

One category On Page Factors rules specifically focus on the ways to compose your page. Adhering to On Page Factor rules means you have a better chance to be rated higher.

The other set of rules are Off Page Factors—mostly having to do with external references to your page. When many pages have links to your page it will be given a better assessment.  In addition, the ranking of an external page affects your page.  Just imagine if Yahoo’s top page had a link to your page.”

Keyword selection is also a critical part of the SEO process. There are free tools available to find out what keywords are most often used in searches. Additionally, there is a highly automated software suite of tools called SeoSpy, (a commercial service) that makes the task of SEO much easier for beginners and professionals alike.

Sozon is a search engine optimization and total online marketing services company.