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From the author of Trick #3: Fine-Tune Your Keywords

Trick #3: Fine-Tune Your Keywords

Just as important as a page's layout is the page's content in terms of keywords. A keyword is a word or phrase that the user searches for.

In determining search ranking, the major search engines look to determine how important a keyword or phrase is on your page. They do this by seeing where on the page the keyword is used and how many times it's used. A site with a keyword buried near the bottom of a page will rank lower than one with the keyword placed near the top or used repeatedly in the page's text. It's not a foolproof way of determining importance and appropriateness, but it's a good first stab at it.

When various search engines examine your page, they look for the most important words—those words used in the site's title or headings, those words that appear in the opening paragraph, and those words that are repeated throughout the page. The more and more prominently you include a word on your page, the more important a search engine will think it is to your site.

For this reason, you want to make sure that each and every page on your site contains the keywords that users might use to search for your pages. If your site is all about drums, make sure your pages include words like "drums," "percussion," "sticks," "heads," "cymbals," "snare," and the like. If your site is about dogs, include words like "dog," "puppy," "canine," "beagle," "collie," "dachshund," and such.

Try to think through how you would search for this information, and work those keywords into your content.

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