The key objective of any web site should be to attract visitors and before you build your web site you should have an understanding of how you are going to attract visitors. It doesn’t matter if you’re in business, indulging in a hobby or trying to inform others with your web pages you are going to want to attract the attention of other people. You should be focusing the majority of your efforts on getting your visitors from the search engines. The most economical and focused traffic is delivered by the search engines.

Search engine incomes are directly related to the number of relevant results they present to their users. The precision of the results presented to the searchers are a key factor in maintaining search engine user loyalty. The more often the searchers return the greater the search engines fortunes. The challenges are the exactly the same for you and your website.Persuade users to come back to your web pages over and over again.

So how do you do this?. There are two methods that you can use. You can pay for advertising, commonly known as Pay per Click or you can create great content and get people to link to it.

Search engines see nothing but keywords or key phrases everything else on the Internet is invisible. The user typing a keyword or phrase into the search engine starts the search process. The search engine scans its index of web pages and returns the web pages it has decided are most relevant to the keyword or key phrase. Search engines decide what web pages are returned by using two prime factors – authority and relevance.

Relevance means the page contains the keywords and authority means the page has back links to it from other web pages. The search engines determine the order in which web pages are indexed on the results pages by the number of back links to the page and their respective authority.

Back links are the sledge hammers of SEO (Search Engine 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. ‘Anchor text’ is the correct term to describe the text appearing as a link and contributes to the value given to the link by the search engines. Whilst all back links are of value some are more valuable than others.

The authority on the page from which a back links originates can influence the potency of the link to your web page.The more authority a web page has the more authority is passed on to you.