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3.2 Search Results Order

As described above, weighted relevance plays a big role in SERPs. As one drills down the SERPs, you will notice that less and less of the keywords appear in the listings. The order of the results, excluding those skewed by popularity metrics, is usually:

  1. Exact phrase
  2. All words in the phrase
  3. Any Words in the phrase

Consequently, page optimization should follow this pattern. When attempting to rank a page for a target phrase, the exact phrase should appear in all the core page structure elements and should meet content densities in the body.


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