SEARCH ENGINE OPTIMISATION (SEO) - On Site
On-site SEO refers to changes you can make to your website to legitimately gain a better search engine ranking. Here are a few very important factors to consider.
Google uses your keywords, description and robots tags. The keywords you choose will influence whether your website matches the search criteria of potential visitors. The description you enter appears in the Google listing so it has to make people want to visit your site. The robots tag must be set up to call search engines to your sitemap.xml page. This will significantly help your search engine ranking.
The title tag is probably the most important part of any web page for good search engine ranking. It must match the keywords and get the attention of potential visitors.
Wherever possible include the title, description and keywords in bold text inside your body text because search engines see bold text as strong emphasis. Emphasise the first words of each sentence by using strong words. 'Punish shoplifters who are found guilty' is much stronger than 'Any found guilty of shoplifting should be punished' Similarly the first sentence in the body text is more important than subsequent sentences, so make it as strong as possible.
Make sure the sub-directory folder and the page are appropriately named in the URL. Suppose you have a photography business with a registered domain of www.mikes-photo.com and you want a page to sell compact cameras. A URL of http://www.mikes-photo.com/camera-sales/compact-cameras.html would attract a higher search engine ranking than something like http://www.mikes-photo.com/cheapies/1.html Especially if the descriptive naming matches keywords and there are good, relevant and authoritative links to the page.
H1 and H2 text
Search engines pick up the H1 and H2 tags as the main title subject and the contents of your body text and indexes them as the content of the page. You have to make them keyword friendly and they must relate to your page's title tag if you expect a good search engine ranking.
On-site link URLs
Use keywords to describe pages within your website and for the links to those pages. Using the same example as above, your photography shop has a page with title of Mikes Used Cameras and main keywords = used cameras. For maximised search engine ranking you must ensure the URL and link must be http://www.mikes-photo.com/mikes-used-cameras.html
Websites you link to must have good search engine rankings and make sure you use the same SEO'd styles on the outbound links as for the on-site links.
IMG Alt tags
Ensure your images all have you main keyword in the Alt tag and that the image file name also has the keyword in a sensible descriptive name. For example Alt = Used Cameras Nikon D3 and the file is named 'used-cameras-nikon-d3.jpg' This all helps your search engine ranking.
Article text on a web page should ideally be a minimum of 500 words in length and the main keyword density should be between 5% and 8%. This means 25 times, minimum, to 40 times, maximum. For readability the keyword can be substituted with variations of it. For example, camera, digital cameras, used cameras, compact cameras, and so on. Make sure the article reads well and is not overly 'spammy' with keywords as this just gets irritating. This will maximise your search engine ranking.
Google has never confirmed it, but most websites with high search engine rankings incorporate comments in the HTML code which are connected to their search terms and keywords. Adding comments with the appropriate keywords and search terms can't hurt.