Search engine ranking value is a measure of how much contribution an action or service has to the relative position of a web site listing in the results of a search engine query. Things that can provide search engine ranking value can include inbound links, content with related search words (keywords), and the number of people who visit a page (popularity).

Site Popularity - Site popularity is a measure of the interest that users have in finding or using a web page. Search engines use site popularity (such as traffic amount) as a factor in determining the relative ranking of web page URLs that are presented as the result of a keyword search. White papers will attract more visitors making the site more popular.

Keyword Density - Keyword density is the number of times a keyword appears within a web page as compared to the total number of words on the page. Keyword density is a major component of most search engine algorithms. A good keyword density can range from 2% to 6% depending on the search engine or other ranking program.

Content Value - Content value is a measure of how the contents of a document or web page relate to a category of interest of a content user. Some of the ways to assign value to content include the amount content and the structure and relationship of key words found within.

Link Value - Link value is a measure of the relevance or search context contribution that a link provides the web page to which it is linked