Internal ranking factors are things you control directly as part of your site that can affect your rank in the SERPs. There are two types of internal ranking factors: on-page ranking factors (things you can do in a particular web page, such as providing appro- priate keywords) and on-site ranking factors (things you can do to your website as a whole).
How can you take into consideration hundreds of different ranking factors? You can’t. The key is to home in on 20 or so of the most important known factors—those that have stood the test of time and produced results consistently. Knowing what to opti- mize can make SEO a lot easier. Instead of listening to Internet hype, website owners should rely on provable facts.
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