Search engines that use information other than the words on the page to rank sites are using "off the page ranking criteria." Surfer behavior or link popularity are used to rank sites instead. Keyword density and placement is still important with these search engines, but it is not critical.
Search engines developed off the page ranking criteria in response to the increasing ability of webmasters to rank a page highly by manipulating the words on the page. Off the page criteria are very difficult to manipulate.
Off the page criteria are not your enemy. Remember, the search engines want to return relevant results to the surfer. If you have a real site with real content, this is your chance to rise above the spammers.
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