With search engine optimization, the two factors that help your site rank within the search engines are the "on site SEO" and the "off site SEO." the first involves optimizing every page of your site, from title tag, keywords, to how your site map is structured. These are the important factors when it comes to on-site seo: Keywords, Title tags (per page), Meta description, and site map inclusion. All the work is done on your website and under your control. With off-page seo, you are concern with building quality back links to your website. The anchor text is exceptionally important because it allows you to vary your keywords and allows you to rank in specific keywords.