It is all about the following ...
- Title
- Keyword density
- Links to your site (Inbound links)
- Correct Alt and Title for images on site
- Using Correct Link Text for Anchors and inbound links (Use link policy)
- Sharing using social bookmarking (basically to increase inbound links)
- Having collaboration features like Blogs, Wikis, Forums, Ratings, Commentings.
- Site Hierarchies (New) - Bread crumb indexing
- Making Flash and Ajax content accessible to search bots
- Making urls in javascript accessible to search bots
- Adding sitemaps in xml format
- Removing 404 errors
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