There are two parts to Search Engine Optimization (SEO), “On-page” and “off-page”.

I compare “on-page” optimization to modifying and tweaking a car to get that extra performance and horse power, adding to your ability to show up on page one of a “Google” search.

“Off-page” optimization has become more and more important as they relate to search engine rankings. Solid link popularity can literally make or break a website with the search engines. In very simplistic terms, link popularity refers to the number and quality of the incoming links that are pointing to your website. These other websites consider your website important enough to link to. So, in the search engine’s view, your website is considered important as well. Because the engines don’t want ‘artificially created links, there are no easy ways to build link popularity. But besides the link popularity you gain by getting a website to link to you, you also gain additional visibility for your website.