24. What are the top ranking factors? Onsite keyword and non-keyword related External (offsite)
25. Onsite - keyword specific Keyword use in TITLE tag Keyword use in Headline tags Keyword use in page URL Proper naming of non-textual content Important content first Proper internal linking
27. Offsite (external) Keyword -focused external links External link popularity Multiple link sources Links context Position of link in site architecture Trustworthiness of link source All links aren’ t born equal!
28. Getting the strategy right Individual keyword (ex.: T.V.) 2 – 3 keywords (ex.: LCD T.V.) Keyphrase (ex.: buy sony bravia 42 ” ) High Cost Low cost High conversion Low conversion