Title Tags – The most important location to place your page’s chosen keywords is within the HTML <title> tag. These are the keywords that literally tell the search engines what your page is about. For users, the title tag is the text that shows up in a browser window header when users open your page and on the search results pages. They can also see this text in their Bookmarks/Favorites menu after they save the page to bookmarks

Therefore, this is where you should always place the most important keywords you’re optimizing the page for. You should also avoid wasting valuable space with words like your company name, unless your business is so well known that people use your company name as their primary keyword while searching for what you sell (like eBay, for example).

In the code of the page, the title tag looks like the following: <TITLE>Your keyword-optimized title</TITLE>

Important things to know: Keep it down to 70 characters, be sure it’s the first tag in the <HEAD> area and each page needs its own unique title tag.

Create a unique and relevant META Description tag for each optimized page.

The META Description tag is a summary of your page’s content. This tag was primarily meant for the search engines to let them know what the page was about and used to play a serious role in your rankings. Today, the META Description won’t effect rankings but it’s still used as the description of your page within the search results. It’s also the text that comes up automatically when the URL is shared socially.

In the code of the page, the META Description tag looks like the following:

<META name=”description” content=”Page description” />

Each of your pages needs it’s own unique META Description tag. The tag needs to be between 150-160 characters, should read naturally and include keywords relevant to the page. Do NOT stuff or repeat your keyword in this tag because the search engines consider that a tactic of spammers.

Use our Site Auditor to check for the presence of keywords in the META Description tags of your pages.

Optimize the headings of your pages for the targeted keywords

.When creating web pages, people use Header tags (<H1>, <H2>, <H3>, etc. tags) to label headlines. Search engines still consider the contents of these tags as important (especially the first-level heading tag – <H1>), however their importance is still much lower than the TITLE tag.

Include your most important keywords and key phrases within the first-level heading:

<H1>Your first-level heading with keywords</H1>

Use only one <H1> tag on any page. In most cases, the top-level heading will be the same as the TITLE.

Also use <H2> and <H3> tags on a page in order to structure information in a proper way; be sure to enrich them with keywords, too.

Optimize the BODY area of your website’s pages.

BODY text is the text that you can see on a web page. That is why your site’s content needs to be optimized in such a way that it can suit both search engines and your readers.

You should carefully optimize pages that are meant to attract targeted visitors and serve as landing pages. It is recommended that you optimize each page for NO more than 3 keywords (1 major keyword and 2 complementary ones). Each specific page should be optimized for its own individual set of keywords.

Try to have a moderate keyword density so that it can help the search engine to determine that your page is related and relevant to the keyword you are targeting.

Create search engine friendly URLs, File Names, Subdomains, etc.

Being sure that you create file names and therefore URLs that search engines like is very important and surprisingly easy when you know the basics.

In general, URL structure for SEO optimization follows a general rule that:

The more generic your keyword – the earlier you want it in your URL structure.

For instance, if you are trying to rank for a very competitive and extremely generic term like ‘music’ that returns more than a billion search results at Google, you definitely need to place that keyword in the domain. With such a generic keyword only placement within the domain name will have heavy enough benefits at this point to make a significant ranking difference.

However, if you want to score for a less competitive keyword like a specific cell phone model, using your keyword (the model number of the phone) as a subdirectory or file name will typically work quite well. Again – don’t over do keywords in your URL. A good rule of thumb is this:

If the URL looks like spam, it probably will be treated as spam.

The search engines caught on a long time ago to the style domain names and file structures. Today you want to use domain and file names that are common sense to the human visitors of your site. Always bear in mind that people do look at the file names within the search results. And seeing the keywords highlighted in the URL does increase click-through-rates.

Again, be sure your keywords are in the URL in a way that looks natural and only once. You don’t want to have them in there more than that or it looks spammy.