There are a number of ways to establish a page’s relevancy in the eyes of search engines. One of these methods is called the “on-page factor”. On-page factors involve placing your keywords in strategic locations throughout the pages on your site, so that search engines know to associate those keywords with a specific web page.
Important on-page locations include Header Tags, Internal Links, External Links, Anchor Text, Bold and Italicized Text, HTML Lists, ALT Tags, Image Names, Dynamic Bread Crumb, Title, Description, Keywords, Headline, Deck, Page Body, and Page Name.
Search engines make money by showing ads. In most cases, that’s their entire profit model. This means that in order to make money, they need to show those ads to as many people as possible. The method in which they get the largest number of people to use their search engine is by giving them the most relevant search results. If the search query, “Make Money” was typed into a search engine, one would expect to see the very best pages about that specific topic. If the results returned pages about Investment Opportunities, Vacation Rentals, or ever worse, pages about Viagra and Online Casinos, the user would probably decide to use a different search engine that could provide more relevant search results. Search engines have a vested interest in providing the best, most relevant search results possible.
Otherwise, people could stop using them, and as a result, they would have no one to show their ads to, and eventually go out of business.
Another method to establish relevancy are “off-page factors”.
These are the factors related to the pages that link to the site from other sites. Off-page factors include the inbound link anchor text, the text in the paragraphs surrounding that anchor text, the titles of the pages linking to the page, the other on page factors of the pages that link to the page, the directory categories the site is found in, the directory categories of the sites linking to the page, and many other factors.
Of the off-page factors, the inbound link anchor text is the most important, but they all play a role. Some search engines are more advanced than others, and make more complete use of this data; however, all of the major search engines are moving towards applying this data in order to increase the quality and relevancy of their search results. Simply put; the topic of and theme of the page MUST be built around the keywords and key phrases you are targeting. If you are writing long sales copy, this is very difficult task to perform with without making the content read funny. In this case you would only focus on the first 5-10 paragraphs or the eye catcher. A webmaster should always follow acceptability guidelines for each search engine. Review these guidelines and become familiar with them.
Google Guidelines: http://www.google.com/Webmasters/guidelines.html
Yahoo Guidelines: http://help.yahoo.com/help/us/ysearch/basics/basics-18.html
Ask Guidelines: http://about.ask.com/en/docs/about/editorial_guidelines.shtml
DMOZ Guidelines: http://www.dmoz.org/help/submit.html
Their advice is to generally create content for the user; not the search engines – to make content easily accessible to their spiders and to not try to trick their system. Webmasters often make critical mistakes when designing or setting up their web sites, inadvertently “poisoning” them so that they will not rank well. Coding guidelines published by the World Wide Web Consortium (http://www.w3.org/) should be followed as well as tested using their free valuator which checks the markup validity of Web documents in HTML, XHTML, SMIL, MathML, etc. (http://validator.w3.org/) If the acceptability and coding guidelines are followed, and the site presents frequently updated, useful, original content, and a few meaningful, useful inbound links are established. It is very possible to obtain a significant amount of organic search traffic. When a site has useful content, other Webmasters will naturally place links to the site, increasing its Page Rank and flow of visitors.
When visitors discover a useful web site, they tend to refer other visitors by emailing or instant messaging links. As a result, practices that improve web site quality are likely to outlive short term practices that simply seek to manipulate search rankings. Relevant, useful content will ensure you will always come out on top!
The headline of the article should be created as a keyword phrase using as little junk words as possible. A junk word is a word that gets in the way of the deck message and dilutes the relevancy of the message. A few examples of these junk words are: the, and, if, at, about, & of. If someone is searching for the phrase “Corn Commodities” an article or page that has been optimized for that exact phrase will gain higher ranking in the search engines than “Coy About Corn Commodities” because the words “Coy About” are not getting in the way and diluting the exact search term “Corn Commodities”.
The deck is a summary of the title; somewhere inside this summary should be your keyword phrase without using too many junk words. If you are using the words “Corn Commodities” in the title, use it in the deck as well.
Creating a Relevant Headline and Deck
Page Headline: The Easy Way To Create Your OWN Money Making Internet Business
Deck: Get access to absolutely ALL of the tools, resources, and expert support you need to start your own BOOMING, fully-automated Internet business from scratch.
Page Headline: Create Your OWN Money Making Internet Business
Deck: Access to ALL of the tools, resources, and expert support needed to start your own BOOMING, fully-automated Internet business.
The body of the page is a very important part of search engine optimization. Many search engines like Google “strip” the body text and use it to not only to display sections in their search results, but they also use the body text to determine the subject matter of each page, determine which words and phrases are used the most, and assigns a theme to the page. This way; the most relevant sites are found in their search results.
The content writer needs to apply a keyword theme to each page. In order to apply a keyword theme you must keep a very distinct set of keywords to use on that page.
The theme must flow through the Title, Description, Keywords, Headline, Deck, Page Body, Links, and Page Name.
The following wire frame is an example of a highly optimized page which include keywords in the Website title, slogan, bread crumb, page title, page deck, page body, and page footer. Other keyword elements can be added to navigation, news headlines, blog headlines, external links and advertising. When combined with highly relevant Meta title, description, and keywords the relevancy score will increase and search listings will appear higher in search results.