As search engines compile their indexes, they calculate a number defined as (in Google's case) 'PageRank' for each page it finds. PageRank measures how many times other sites link to a given page. More popular sites, especially those with links from sites that have high PageRanks themselves, are considered likely to be of higher quality. They are deemed to have authority.

PageRank is only one of the 200 types of information, or what Google calls 'signals, that are evaluated to assess ranking. Some signals are on-page - words, links, images and so on. Some are drawn from the history of how pages have changed over time while signals are data patterns uncovered in the trillions of searches that the engines have handled over time

Increasingly, the search engines and in particular Google are using signals that come from users' personal search histories in order to offer results that best reflect an individual's interests.

Once the multiple signals have been collected they are fed into formulas called classifiers that try to infer useful information about the type of search. Classifiers can tell, for example, whether someone is searching for information about a person, to purchase a product, or details on a company or place. Another classifier identifies brand names. Signals and classifiers calculate several key measures of a page's relevance, including 'topicality' - a measure of how the topic of a page relates to the broad category of the user's query. Once the query has been properly analysed the engine can send the user to the most helpful and relevant pages.

Sites with the 10 highest scores win the sought-after first page positions, though the engines now tend to include a final check for sufficient 'diversity' in the results. Matt Cutts of Google says, "If you have a lot of different perspectives on one page, often that is more helpful than if the page is dominated by one perspective". He goes on to add, "If someone types a product, for example, maybe you want a blog review of it, a manufacturer's page, a place to buy it or a comparison shopping site."

So how do you get onto that all-important first search page? Relevance. How do you develop that relevance? Simple - high quality content and copy that inspires authoritative inbound links and drives reputation.

Not all web traffic is created equal and it is the synergy between the searcher and the searched that determines whether your business objectives succeed or fail. By developing topical relevance within your site with fresh content and by cross-linking it with other useful and authoritative pages, you start to close the gap between what people want and what you can offer. Writing themed, relevant and regularly updated content essentially toggles search engine spiders. As each of your pages establishes a foothold in search engines, this cycles back to the homepage that then redistributes even more relevance throughout the rest of the site. The more pages that appear for a given topic, the stronger relevance score your website has for that topic.

Here's the process:

1) Use goal analysis and audience analysis to identify suitable keywords or key phrase.
2) Develop related content and copy.
3) Link it (to and from) other related content with deep links.
4) Invite the spiders to feed on your content
5) Measure and adjust accordingly - remember, the best SEO strategies mature over time

Use your key words and phrases to theme your site and apply them consistently. There is no magic keyword density formula and there are those that would argue that SEO has moved on from focusing largely on keyword density; it's importance having been diminished by other more interrelated and sophisticated factors. For the record, latest analysis suggests that Google has the strictest requirements allowing no more than 2% of each page's words as targeted keywords. A keyword density checker return of more than 2% might be considered spamming. Yahoo! and MSN Search have much higher keyword density tolerances - up to 5% of total words.

Proximity of keyword placement and reinforcement is the new emphasis. If a page starts with a particular topic/keyword also consistently mentioned and reinforced through the middle and end of the page, this is indicates a subject focus. Search engines like focus.

It's important to realise the importance now of reputation built on referrals from other sites, RSS subscribers, editorial links from trusted sources or word of mouth that will establish authority. Consistency is vital in sending a clear, unambiguous identity to both users and the search engines. With your selection of keywords and phrases you've chosen the ground on which to fight. Now claim it with conviction.

Staying on topic and maintaining a regular posting schedule (for your blog) or by adding fresh site content will generate increased spidering and indexing; a fast-track to the ultimate SEO goals of website authority and high rankings.

Does your headline make you want to click and read more? To increase click-through rates in search engines, use an appropriate headline. Sell your content and inspire readers to click through.

Deep-link relevant content using your main keywords. This sends a clear signal that these keywords are an important part of your optimisation strategy.

In conclusion, it's vital to realise that if your content is poorly focused, uncommitted and lacklustre then you'll be consigned to the also-rans. Even if visitors do somehow manage to find their way to your site they'll quickly bounce.

You are how you read, with your site's reputation based firmly on the content it contains. As search engine algorithms move further and further away from old school relevance measurements and increasingly assign authority to sites that command social media tagging and blog-driven links through the quality of their content, so crafting that content has become mission-critical. Expert copywriters armed with the ability and empathy to inspire inbound links and create sticky, rewarding visitor experiences are finding themselves essential and highly valued members of modern search engine marketing teams.

At SEO Consult we offer passionate, professional and hugely experienced copywriters with a range of specialities and interests. Both creative and qualified, our writers are committed to delivering the very best copy solutions to your campaigns.

Contact SEO Consult now for more information.