Three basic components will decide the bulk of your search engine
rankings. They are

• Content
• Tags
• Link structure

You need quality content that includes those keywords at a reasonable density to please the spiders (somewhat elusive, but between two and four
percent keyword density for each term is generally accepted as the
norm and a good target).

That content needs to be pleasing to your
humans more importantly, so write for them and where it makes
sense to add in your targeted keywords, do so, but if it detracts
from your content and makes it unreadable, let it go.


Tags are the other important component, as they work as a bit of a
guide-system to search engine spiders; not only that, but when you
include eye-catching key phrases, your visitor's interest will be
piqued as well. However, much of what exists in tags is never seen
by people, so there is a bit more leeway here.


Tags are attached to all sorts of content to explain it to the spiders.
There are tags for images, titles, keywords, and more. Title tags
are the most crucial of these, as they have a direct bearing on your
rankings.

Title tags serve as a description of the content on the
page. Also, the information in the tag appears in the search
results, giving that at-a-glance information that the searcher will
use to decide which site they want to click on.

Therefore, title tags are something you want to know about and use as part of your overall SEO campaign.


Meta tags are a couple of sentences that describe the content.
Meta tags help place your content amongst the other sites, sort of
explaining it to the search engine; they also appear in some
searches to describe the site to the visitor.

They may bear on SEO, although the argument is that their impact is negligible. It is worth the few seconds to use them, and perhaps enter your key terms there, but you should be most concerned with other aspects of
SEO.

The third factor in on-site SEO is your internal link structure. From
the standpoint of search engines, the better websites have multiple
pages of worthwhile content, and they create navigable internal link
structures so that their visitors can get around easily and find the
information they need. That is what you need to build for both
your visitors and your spiders.


The internal link structure should be logical and usable. Humans
will use it to read all that is of interest to them, and spiders will
follow them to see where you can take them.


Give some consideration to this as you build your website, and think about
how you can use your structure to help all involved, and also to
direct visitors and search engines where you want them to go.


In addition to just having the basic static components in place, you
also need to attend to the dynamics that affect your page ranking.
For all intents and purposes, those dynamics are new content
creation. Search engines like sites that are up-to-date and well-
cared for. And from their point of view, sites that are up-to-date
and well maintained are sites that change with the times.
Therefore yes, updating content is important.



This does not mean, however, that you should go about changing
your basic content every day—just that on a regular basis (and
some say daily is best, but what a lot of work that would be!


You need to add some new content. The easiest way to do that is throw up a new article for the spiders to chew on. A blog attached to your
website can be very useful for this purpose.

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