In order to do professional Search Engine Optimization, one has two main options, with two different perspectives:
- One is to get a lot of quality links. 80% in the importance of having good rankings in the search engine comes from having lots of good links. This is called external SEO.
- Another solution is to optimize your own web site. While this matters only 20% in the rankings, it’s much easier to get done (you own the web site) and to see effects. This is called internal SEO.