Before putting any effort whatsoever into creating any web pages you should have considered how you intend to get people to visit and ‘consume’ your content. Be it selling a product or service or conveying an opinion or information you want to get attention and this means getting traffic. You should be focusing the majority of your efforts on getting your visitors from the search engines. The search engines generate targeted traffic and the great news is its costs you nothing.

Search engines make their living from delivering relevant and useful results to their users. The more relevant and precise the search results the better the user experience and therefore the greater the chance the user will user will return. The more often the searchers return the greater the search engines fortunes. Your task is to work to achieve similar goals for your web pages.Make your users experience your number one priority so they return to your web pages time and time again.

So what should you do?. There are two methods that you can use. You can create and publish great content and persuade other web site owners to link to it or you can advertise on the search engines using PPC (Pay Per Click).

From a search engines perspective there are only keywords and key phrases without these content on the Internet simply doesn’t exist. The user typing a keyword or phrase into the search engine starts the search process. The search engine goes and looks in its vast index of web pages and selects the most relevant web pages and then returns them in a list that is ordered in terms of relevance and authority. The two factors that decide what results a search engine returns are authority and relevancy.

Relevance is a function of the keywords in the text of the webpage and authority is determined by the number and type of back links . The order of the list of results displayed by a search engine are conducive with the authority and volume of the back links to each page.

Back links are the number one priority you should focus on in web page optimisation.

Back links have two important properties their ability to influence your page ranking and their ability to bring traffic to your site from places on the Internet. Users will follow links they find in content if the back link is labelled with relevant text. This text in the back link is known as ‘anchor text’ and this too is taken into consideration by the search engines. Each back link has a value associated with it which can vary depending upon its origin.

The search engines give authority to web pages which can be passed on to your web pages through the back links.Web pages with more authority pass more authority onto your pages .