A good search engine optimization strategy is composed of both off page and on page optimization techniques. On page optimization is all about everything that can be done on the webpage itself to boost your ranking in search engine results.
Off-page optimization deals with aspects that take place elsewhere such as the quality and relevance (though not these days the sheer numeric volume) of your back-links. An effective SEO campaign will usually take both into account, but the importance of complete on-page optimization cannot be overstated.
Keywords and key phrases
In the past, ‘the keyword is king’ was the philosophy of most SEO strategists. Choosing the right keywords is still critical, because they are the phrases that people use when searching for a site, but nowadays less can be more when it comes to keyword concentration.
The recent Penguin update dealt with keyword ‘stuffing’ amongst other issues. Keyword repetition within reason is not considered a black hat technique, but its efficacy is debated amongst strategists.
After many years of debate concerning the optimum keyword density, including the proposition of super precise figures such as 3.5 percent or 4.2 percent, the focus has shifted. Keywords should be incorporated in content as naturally as possible, and placed near the top of the pages and at the beginning of paragraphs.
The key with keywords in content is to choose them wisely and use them as naturally as possible. There are, however, a few places where you should make sure your most important keywords appear. Keywords should generally be placed near the top of the page and at the beginning of paragraphs.
When search engine bots crawl your site, they pay close attention to what lies between the HTML heading tags. In other words, titles and subtitles are important positions for keywords. You shouldn’t just use the heading tags on your first or main page, though; for every page on your site you should have a heading that includes that page’s main target keyword.
You can also safely double your subtitle keyword optimization by creating a contents list of click able links. Remember to make these titles short and concise.
The URL of your webpage can be one of the most important parts of on page optimization. Changing URLs once you’ve already launched can cause problems, including a stagnation or drop in rankings, so it’s important to get it right the first time. Including critically relevant keywords in the URL can give you a small rankings boost. Also, both Google and Yahoo will display the portions of your URL which match the search term entered in bold on the results pages. This can serve to catch a human eye even if you are not at the top of the page for that particular search term. Finally, you should avoid overly dynamic URLs as these can be off-putting in the search results.