Search Engine Rank
2. Remember The Attributes
Even beginning webmasters know this, but it's easy to forget during the stress of coding. Attributes that describe a page element's content are great places to add keywords and keyword phrases:
Both of these attributes help you promote your site to search engines. They also increase the accessibility and usability of your site for human visitors. They aren't hard to add and they help your site in many different ways.
3. Get The Names Right
Names are important on a Web site. Choose them carefully because they affect promotion and site maintenance!
Try to include keywords inside your file names (including image files), directory names, and even your domain name if possible. Remember that the search engine algorithms try to determine how important a keyword or keyword phrase is relative to a page's content. A page named "buy-used-dvds.html" scores higher than if the same page were named "buy.html" or something less descriptive.
Be careful though if you decide to start renaming image and page files or change your directory names! You'll also have to update your navigation links and any other pages that use the image files or link to them.
Also, remember to check your backlinks and alert other webmasters to changes in your site. That way, you won't lose incoming visitors from those sites or the goodwill of the site owners!
4. Use Descriptive Navigation
Both humans and search engine spiders rely on hyperlinks to move from page to page inside Web sites. Try to include your targeted keywords and keyword phrases inside your navigation system buttons or text. That raises the relevancy score for the keywords on the current page and gives the destination page a boost too.
For instance, suppose you're running a site that sells used DVDs. Currently, your main navigation system contains this text:
Make the text in these options more descriptive and add descriptive TITLE text. That helps human visitors navigate directly to the page they want and gives search engines important information about your major pages and topics:
The keyword phrases "buy used DVDs" and "sell used DVDs" are more descriptive and likely to match the search phrases entered by people wanting to either buy or sell.
5. Keep Keywords In Context
Now that you have your files named, your outline created, and your navigation system in place, it's time to consider the most important page element: your text content.
Humans come to your web site looking for information, not a snazzy design or pretty pictures. Search engine spiders can't see either one. Be sure your pages contain good, relevant text content that's easy to read and understand. It should also contain your targeted keywords and keyword phrases. It's particularly important to pay attention to the content surrounding your keyword phrases. In most search engines, it's easy to create a good TITLE or description META tag to look good in search results. Not so in Google.
Some search engines pull the information from the META description tag and display it in search results. But Google pulls out the first instance of the search phrase from the page and displays it with some of the surrounding text.
Think about how your page might appear in Google's search results when you use keywords in page content - particularly the first time they appear! Make sure that human visitors will understand what they're going to see when they get to your page.
Naturally, now that I've talked about all these great places to stick keywords in, I have to warn you - don't use them too much. That's a spam tactic called "keyword stuffing."