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Search engine optimisation consists of on-page optimisation where Google looks at a number of factors in determining your page score in relevance. URL factors where your keyword is included is important.On-page factors such as H1 headings, key words in bold, subheadings and text are all related.
Search engine optimisation also consists of on-page optimisation which is a voting system that Google uses. It counts the number of quality and quantity links coming in from other websites and directories to determine your rankings.