This video from Google Webmaster Help is another good insight into how Google ranks your site as it appears on a search engine results page (SERP). Matt Cutts, Google engineer, says that page ranking is a factor of some 200 different signals. Much of these are common sense.
He cautions you should not be totally obsessed with one aspect, such as back links. In addition to back links you must focus on aspects such as your content as well as using anchor text (in links). Coding in page name (URL) as well as title tags and header information is also important.
Matt also mentions proximity of your keywords. It is better if your keyword phrase (i.e. search engine optimization) is strung together rather than separated by other words or scattered on the page.
The secret, however, is in the sauce which is the blending of the 200 factors. Each aspect is assigned a weighting factor according to its level of importance. And, unfortunately, Google does not disclose that formula to anybody. Plus, they are constantly changing it throughout the year to refine it to the search community’s desires!
As a conclusion Matt cautions Webmasters to write to your audience. Insure they have a good experience while on your site. Make your site visitors happy so they will tell their friends about you and they will visit also.
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