On site optimization has become more important than ever. It is a critical factor that impacts search engine rankings. It is about making changes to the content and codes of a site. Keywords are also important. Always choose keywords that are relevant to your niche. They should relate to your theme or line of business. They should be such that they can help you reach out to your target audience. They should be impactful enough to make you visible in the search engine result page. On site optimization is one of the deciding factors when it comes to search engine rankings.