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[Chaffey, Dave] Digital business and E-commerce 2nd book

Web application

frameworks

A standard programming

framework based on

reusable library functions

for creating dynamic

websites through a

programming language.

Box 12.2

Key search engine optimisation (SEO) requirements

This compilation of the main factors that affect the position of a site within the search

engines is taken from SEOMoz (www.seomoz.org), a resource created for webmasters

and online marketers to help them achieve better rankings in the search engines.

This compilation shows an assessment of the most important ranking success fac-

tors by 30 experts in SEO where they rate each factor out of 5 and then the average

is presented. Terms such as and meta description are <a href="/detail-announcement-subject.html">described in more detail </a> in Chapter 9. 1 Key on-page optimisation factors: These are attributes of the page which are defined through HTML tags with the exception of keyword frequency and density (the <a href="/obesity-in-the-world-and-in-uzbekistan.html">number of times a word is </a> repeated on the page in relation to its length) and document name. ● <title> tag = 4.9 ÷ 5 ● Keyword frequency and density = 3.7/5 ● Keyword in headings =

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