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Quality content and incoming links from related websites are the most important factors the search engines use to determine relevance. Page content should include your targeted keywords in H1-H3, ALT, TITLE and META Tags, as well as in paragraphs and links, with zero keywords repeated twice in a row. Incoming links should contain the keywords in the link text. You may also research the value of xml sitemaps and the Robots.txt file for other optimization opportunities.