Website Relevancy Factors
When someone goes to one of the search engines to find information, they enter keywords in the search line in hopes of finding a Web site relevant that contains information regarding the topic they were interested in. Most of the time, people will further refine their search by entering in multiple search "strings" or keywords. The way search engines determine the proper website title is dependant on keyword weight or density, keyword prominence, keyword frequency and keyword placement.
Keyword Weight
This doesn't have to do with the size of keywords, but more so with the number of keywords appearing on your Web page when compared to the total number of actual words appearing on that same page. Granted, having just one word on a page isn't very appealing to the visitor and chances are they'll just hit the back button and leave.
One trick that works very well is to create smaller sub-pages, sometimes called "Doorway or Bridge" pages, only about a paragraph long (100-150 words), which emphasize a particular keyword. This technique keeps the overall number of words to a minimum, therefore increasing the weight or density of the keyword you are emphasizing.
Keyword Prominence
First come, first served! Keyword prominence has to do with the placing of keywords within site's title and description. For example, did the title of site start with a particular keyword or was that keyword the fourth or fifth word of the site’s title. But remember, the most important factor is your title and keyword business appears twice in the title, once at the beginning and once at the end. Hence it's more relevant and gets better keyword ranking. This leads us to factor number three.
Keyword Frequency
The more times keyword appears in title, description and body text of Web page, the better ranking due to keyword "weight" and relevancy. Don't want to go overboard with frequency, however, since on some engines if repeat a word too many times, will be penalize for "spamming" or keyword stuffing. In general though, repeat keyword in the document as many times as can get away with and up to 2-4 times in META tags.
Keyword Placement
Where keywords are placed on a page is very important. Put most of keywords at the top of pages (first 100-150 words). That's why when creating Doorway pages, will write one or two short paragraphs all filled with keywords to describe product or service.
Heading Tags
Most of the search engines score keywords and text found in heading tags much better than any other text found on pages. This makes sense because usually the information found in headings and sub-headings have a specific theme related to them.
For example, the sub-head for this section is Heading Tags and guess what, this section contains information relevant only to heading tags. So, to take advantage of this need to insert some keywords in <H1> to <H6> heading tags. Instead of changing the font sizes from a 12pt. to a 36pt., simple add <H1> tags. Just remember that <H1> tag is a bigger font than a <H3> which is bigger than a <H5> and so on. Search engines score for <H1> better than a smaller font <H3>.
Well, there have it. We have our keyword in the title, META tags, comment tags, body and now in the header tags. If possible, it can using header tags through out page. Just make sure page looks normal and don't use <H1> all the time.
Link in Text
On some engines, placing keywords in the link text, the part that is underlined and linked on the screen in a browser, can add more relevancy. Just make sure the keyword is linked and it would be even better if the linked word was linked to another keyword page.
URL Keywords
One trick that rarely anybody uses is inserting keywords in URL or site address. An example would be http://www.keyword.com/keyword/another-keyword.html.
Alternative Tags
One last trick is to insert keywords in your alternative tags. Web designers use ALT tags to describe the contents of a picture that hasn’t finished loading or, to describe what picture would be looking at if browsing the Web using a browser where have opted to turn the graphics off.
Test your website keyword density by using Google.
