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When you are search engine optimizing your website, you will want to be focusing your efforts on both your on-page and off-page ranking factors; of course, each is as important as the other, but because of the fact that on-page ranking factors give you more control, this is the best (and most natural!) place to start for exploring the things you will want to do. When it comes to the on-page ranking factors on your site, the first thing you will want to look at is your text, as your text will be a big part of where search engines end up ranking you; firstly, it will be within your text that you put your keywords - which are a big part of the way search engines see your website - and secondly, readers will read your text, and they will be more likely to share it with others (and to keep returning themselves) if it is good! When it comes to the work you are doing within your own website, the next thing you will want to focus on is your headings and subheads; this might seem like something you can push to the side, but realize that search engines use these tags to determine what your site contains, and to determine the order of importance of your content, so taking advantage of these will help you quite a bit! Another thing worth paying attention to on your website is the text used in your navigation menus; rather than labeling different pages as "Page 1," "Page2," and so on, label your pages with descriptive keywords, as this will help visitors and search engines alike. And finally, one of the most important things of all on your website (and one of the most often overlooked aspects of search engine optimization) will be the tags on your site; make sure you are properly applying everything from image tags to title tags to meta description tags, as all of these things will go a long way in positively influencing your search engine ranking!
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