On-page Off-page SEO

Keywords are intrinsically related to search terms - words and phrases people enter into a search engine to find specific information. Most people enter 2 to 5-word phrases in Google to see what they are looking for. Google analyzes all pages in its index and lists the pages containing those search terms. Each web page usually includes one or two keywords repeated more often than others throughout the site. These keywords dictate the "theme" of a website. In addition, Google analyzes other sites that contain links to your site. Specifically, Google looks to see if the link's text (the clickable portion) that points to your site also includes those exact keywords.

Page importance is all about links - their quantity, quality, and strength, which we will discuss later. This part of the algorithm includes Google PageRank (PR).

Google looks for links that point to your site from other websites. Google believes a link from website A to website B is a "vote" for the importance of website B. In this way, other websites add votes for your website, which in turn helps increase a page's PageRank value on your site. Each page on your site has a PR value. Usually, the PR value is the highest for the home page as most people will link to your home page rather than another page on your site.

The more web pages link to your site, and the more critical those pages are, the more important Google thinks your site is and hence the higher your PageRank value. Moreover, it is the quality, as well as the quantity, of links that matter - not all links are valued the same. Keep in mind that PageRank is but a single (albeit important) factor used in ranking. Sites highly optimized for on-page factors can outrank sites that are less optimized but have higher PageRank. PageRank value is assigned after comparing every page in the Google index against one another. This is billions and billions of web pages.
Note that PageRank does NOT factor in keywords or phrases used on your site.