the presence of a keyword phrase in the HTML title tag
the presence of a keyword phrase in the HTML body copy
the presence of a keyword phrase in anchor text in links to an interior page
the keyword phrases in bold typeface
the keyword phrases in header tags
the number of backlinks to the page (the more the better)
the number of backlinks to entire domain (the more the better)
the speed of the web site (the faster the better)
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