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Each of your web pages needs to be search engine optimized in order to gain the highest rank possible on the search engines. The ultimate aim is to have your site show up on the first page of the search results. The majority of users do not go past the first page of search results and very few look at more than three pages.
Information Architecture
SEO should be part of the initial Information Architecture. The page rank is based on keywords within the site and back-links to the site, content quality, freshness, relevancy and page load time.
And recently with Panda the user experience is now taken into consideration.
UX / CONTENT: Interesting, relevant, original content
