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We all know that the lion’s share of web traffic comes through the search engines. We also know that keywords and links to your site are the two things that affect your ranking in the search engines. Your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance. And relevance is what the search engines are after. There’s a lot of information around about how to incorporate keyword phrases into your HTML meta tags. But that’s only half the battle. You need to think of these tags as street-signs. That’s how the search engines view them. They look at your tags and then at your copy. If the keywords you use in your tags aren’t used in your copy, your site won’t be indexed for