A01 chaf6542 06 se fm indd

= 3.1,

= 2.8

● 

Keyword in document name = 2.8

● 

Alt tags and image titles = 2.6 (particularly when linked to destination page)

● 

Meta name description = 2/5

● 

Meta name keywords = 1/5

2 

Key   off-  page  optimisation  factors:

 Off-  page optimisation describes the characteristics of links to a page from within 

the site and most importantly from external sites:

● 

More backlinks (higher page rank) = 4/5

● 

Link anchor text contains keyword = 4.4/5

● 

Page assessed as a hub = 3.5/5

● 

Page assessed as an authority = 3.5/5

● 

Link velocity (rate at which changes) = 3.5/5

The importance of keyword text in anchor links means that sites which have a linking 

system based on text rather than image links will perform better for SEO. Another issue 

to consider when obtaining links from other sites is the use of the nofollow tag on a 

link, e.g. Link anchor text. This indicates 

to search engines that the link should not be counted in the index and the destination 

page not indexed (unless it is linked to from another source). This means that many links 

in social networks and forums are effectively worthless for SEO since their owners have 

implemented the ‘nofollow’ to reduce ‘SEO spamming’.

Source: SEOMoz (2013).

M12_CHAF6542_06_SE_C12.indd   605

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Part 3  Implementation

such as simply adding a user to a system or rendering the different page elements of a site. 

They provide standard functions in libraries to make it quicker to develop functionality than 

starting from  lower-  level coding. Functions in the web application framework are executed 

by