By doing the process of optimization you are ensuring that search engines find your website by the important keywords and not the wrong ones.
Optimizing will get your website highly ranked for the keywords that you choose to optimize for.
Google and other search engines are constructed to rank by the sum of optimized (relevant) web page content and good incoming links. First thing is to make sure that you have optimized your web page content.
Search engines will give your web page a high ranking for a certain keyword only if your content is relevant to that keyword.
Avoid having major HTML code errors because that will prevent search engines from indexing your site.
You should optimize all pages of your website for different but related keywords (Find the best keywords).
Remember: Avoid optimizing for more than one or two keyword phrases on each page.
If your web page is optimized wrong then search engines might not be able to index your pages. In addition, search engines might not be able to find out what your web pages are about and no search query will lead to your web site.
Do not optimize only one page of your web site. Search engines take your complete website into account. Optimizing all pages with different but relevant keywords will show search engines that your web site belongs to a certain topic and they will index it to it.
Relevant web pages get better search engine rankings. For that reason, you should optimize as many pages as possible for different but related keywords.
Don't forget to check your HTML thorough for errors because HTML errors will prevent search engines from reading your pages' content and will not index these pages.
Tips and tricks:
1. Minimum web pages on your site for a good optimization is 7 pages optimized for different but relevant keywords
2. Minimum text requirement for a good optimization is 500 words containing (but not stuffed - too often and too many) your keywords
3. Your text content should be easy for navigation and reading by your users and search engines
4. Links between your pages are very important also as search engines follow each internal link and compare texts for relevancy
5. Remember that search engines usually don't follow java script and flash links so try to stick to an old fashioned HTML text link or a .gif with alternative text
6. Frames within your web pages should be the last thought on your mind as this will prevent search engines crawling your content and all of your hard work so far will vanish
7. Another thing to avoid is a "Welcome" or "Intro" page - this will prevent search engines entering your real web site content
8. Flash is nice but use it with caution - search engines do not index flash properly and it is nothing but a fancy way to slow your web page download anyway
9. Make sure that your web page URLs are as simple as possible - no special characters or too many variables - and this is a whole new lesson to take
10. Very important is to make your web pages look attractive to your users and then being optimized for search engines - modern search engines have ways to "visualize" web pages from a human prospective (via HTML tags) and will give you poor ranking for messed up looks
11. You should always compare the looks of your website with your competitor's web site - the more attractive yours is the more popular - just like women :)
12. Domain name and hosting server speed are very important aspect that you should take in credit optimizing your web site
13. At all cost avoid hidden text, cloaking or other shady tricks that you can learn out there
14. Build your content for your users - web surfers with search engines in mind, not vice versa.
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