Basic Organic Search Engine Optimization
Search Engine Optimization is mostly a science. Search engines are continually changing algorithms to remain a step ahead of would be scammers. And, there are new techniques being developed every day. For these reasons it is highly recommended that you consider a professional to assist in optimizing your pages. However, if you don't and want to do the best job you can, flying solo, there are some simple concepts you should remember.
Redundancy is good. The number will change over time but, search engines basically seek a 7% redundancy rate in keywords. That means if your page is about butterfly shoes, every 14th word should be "butterfly shoes". It might look ridiculous to the visitor but it looks beautiful to the search engine that brought them. This is the best single reason for optimizing pages for search engines and others for visitors. Once the visitor arrives on the page optimized for search engines make it very easy for them to get to pages optimized for humans.
Don't try to fool the search engines. They are very smart and, vindictive. If they sense you are trying to pull a fast one, they may penalize you and could even blacklist your site. Many have tried loading up pages with keywords in font colors that match the background, making them invisible to visitors but very visible to search engines. If you get caught, it's costly.
Put your most important information right up front. Search engines place a higer value on keywords featured "above the fold" or before it is necessary to scroll down. Search engines assume you will feature your best information in the first paragraphs. This is also good for optimizing for humans. Many will never scroll. If you don't catch them in the first paragraph or two you will love them.
A few tips to make your optimizing efforts pay off:
Redundancy is good
Don't try fooling the search engines
Put your most important message up front