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There are two main types of search engine optimization – on-page and off-page. On-page is probably the simplest of these two aspects of search engine optimization. It relates to the elements on the web page itself. That is, the words, and what importance is given to the words on the page.
Search engines want to know first and foremost what a web page is about. So they will look at the various word elements. Search engine robots (or "bots") cannot read images or things like javascript or most other scripting languages. So they have only the pure text to rely on. They look for various clues within the HTML (hyper text markup language) on the page to find out the important words.
First they look for the title of the page (the words within the <title> and </title> tags) as the biggest clue. Then they look to see if there are any header tags (<H1> and <H2>, etc.) to see if they have any words between them. These are the large font sizes that denote page or section headings, and are a good indication what a page is about. They also look at the URL of the page itself (the web page address). The chances are that if the same word appears in the title tags, the header tags and the URL then it's a fairly safe bet to assume that that's what the page is about.
They then check to see if the same words are contained in the body text of the page, and how often. The various combinations of these, and their frequency on the page, will determine firstly what the page is about, and secondly how important that page is against all other pages about the same thing (your competing pages).
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