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What is SEO all about anyway? SEO is Search Engine Optimisation (or Optimization if you're from the US)

Traditional SEO is the science or art of making a web page attractive to search engines, for the purpose of improving search engine rankings.

This involves carefully positioning keyword phrases within the code (meta-data) and on the page copy, highlighting the most important phrases to search engine spiders and readers alike. However, this technique of onsite (or on-page) optimisation is no longer enough to achieve high rankings on Google and other search engines.

Off page factors are now even more important than these onpage elements. The key to this is link popularity and link relevancy. Google was the first to factor in the inbound links (from external sites) pointing to your website, to the overall ranking algorithm by way of its PageRank methodology.

Despite fierce debate about the smoke and mirrors behind Google's ever-changing algorithm, the basic rules remain the same and if followed should result in good rankings. In fact there is no great secret about how Google ranks pages