Each search engine has their own rules, and like anything else internet-related, they change without notice. However, there are a few basics you can build into your web site will help you retain a good ranking. Start with choosing a good domain name. It should be easy to remember and reflect the content of your web site, which means you should take into consideration the words people will use to search for your website. If you use keywords, put them in natural places like page titles, navigation, page headings, and the body of the content. Search engines can and will find hidden keywords, so don’t try to sneak them in (this is often done by hiding strings of keywords on a page with the same color text and background so they are invisible to the eye). If someone who relies only on the text can't use your site, then it's likely search engines won't either. That means you need to make sure the site will work without JavaScript, with no images visible, and with important content not hidden away in a Flash movie.
You should also use meaningful words as link text, rather than “click here.” Links are a good place for keywords. If you sell a product, use keywords that describe them to use in your links. Use the keywords again in the page heading tags and in the page contents. For example, a heading such as “Hand-Carved Ivory Figurines” combined with text using words like “a one-of-a-kind hand-carved ivory figurine will make a great gift. . .” ensures that the important information has appeared on the page several times"but make sure it sounds natural.
The Yahoo Buzz Index reports what people are searching about by showing trends and providing examples of what is working and what isn't. You can also check Google to see which keywords get the least amount of results. Continue narrowing down your keywords and focus on things that people generally have trouble finding online. Switch keywords, choose more specific keywords, and avoid generalities to get better results. Being as specific as possible will get you more traffic. Subheaders are a great way to repeat a keyword that doesn’t fit anywhere else.
Your writing will still flow as if it had not been optimized. If you are getting relatively low traffic on one site, consider switching to another. You'd be surprised what that one difference can make. Once you have everything put together, trim the fluff from your article. In fact, you may want to let your articles sit on the computer for a few days before posting them. This method provides a fresh perspective when you look at it again, and often you’ll see where you can be more concise.
