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Use the Right Keywords Effectively
Having readable, web standards compliant web pages is the all important start. Next you want to try and make sure your content is keyword rich, but, I hasten to add, not at the expense of original content. Don’t render your content boring and/or awkward.
Keywords are the words and phrases people searching the Web type into search boxes. The aim is to pick keywords that will generate potential traffic to your website and that aren't used much on competing websites. You can’t guess – or would be extremely lucky to guess - the keywords you should target. By far the best keyword analyser around, for professionals and amateurs alike, is Wordtracker, found at www.wordtracker.com. At the time of writing, Wordtracker offered subscriptions on a daily (£4-20; $7-89), weekly (£14.00; $26.30), monthly (£28.00; $52.60), and yearly basis (£140.00; $262.99).
You should also use keywords in meta tags. (You can normally view a website's source – or HTML – by selecting 'View,' followed by 'Source,' from your browser's main menu.)
The head of a web page can potentially contain quite a few meta tags, but for search engine optimization you're really just concerned with a few: TITLE tag, DESCRIPTION tag, and KEYWORDS tag. These should be located at the head of a web page, between the <HEAD> tag and </HEAD> tag (if these aren’t there you might have a problem). The <TITLE> tag – which, incidentally, should always be placed directly below the <HEAD> tag - is most important as it indicates to search engines the subject of the website, and the KEYWORDS tag is not very important at all anymore.
The first few words of a <TITLE> tag are most important, and the first word is more important than the third word. As a rough guide, TITLE tags shouldn't exceed around 70-80 characters. DESCRIPTION tags should be attention grabbing, as some search engines – although not Google – display them as their search results. It is generally thought that beyond 250 characters, search engines stop reading.
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