In the process of Search Engine Optimization, there are two concerns involved. One is the off page optimization which is important to the page ranking and the other one is the on page optimization which denotes how much traffic the website can receive from the search engines.

On page optimization is one of the most important aspect which every webmaster should carefully examine. If this can be done properly, the website will not only rank well but also increase its over-all readability level. On page optimization involves the modification of keyword frequency in the important elements of the page. It also involves the reduction of repetitive HTML codes produced by the Web page authoring tools and the site restructuring to improve page content.

There are on page factors or elements to be considered which are directly related to the website content and structuring. These are the page title, URL, Meta description, Alt attributes for images, and content. The title tag is the most important on page optimization element since this is the first thing that is shown and indexed by the search engines. Meta tags contain a brief description of the website focusing on the areas and services that a business is specialized in. This can be regarded as a selling snippet. It is also necessary to highlight certain sections of the website that the readers have to look at. The website needs optimization in such a way that it can fit both search engines and the readers. Equally vital is the optimization of internal and external outbound links. As regards images, they need some special tags in order to give them meaning as search engine spiders can only read text but not images. Search engines always want new content, so feed them.