How It Works

Keyword Selection

Use keyword tools and customer feedback to find the most targeted keyword phrases for your site.
Develop grouped themes of keywords that reflect the different sections of your site.
Keeping within a grouped theme, choose different keywords to target each page

Focus on Good Phrases
Avoiding "Vanity" Keywords
Using Google's Wonder Wheel
The Value of Repetition
Guiding Your Content Strategy

Page Optimization

Put your chosen words for each page in your page title tags. Make sure your page title tag text is unique to each page.
Write a description for the meta description tag. Make sure your description is unique to each page.
Use only one H1 header per page, and target similar keyword phrases as the ones you targeted when writing the page title.
Use subheaders H2 and H3 on your page when necessary.
Use bulleted lists and bolding to make content easier to read.
Make sure your text is written for human consumption—not bots.

Home Page Optimization

Make sure your home page builds credibility and directs consumers to the most important parts of your site.
Target your most competitive keyword on your home page or a page that is well integrated into your site.
Link to major theme pages from your home page.
Link to your home page from every sub page.

Site Optimization

Use text-based navigation. If you already have, or insist on using, graphic navigation, use descriptive alt text on the images, and link to every primary page from your sub pages in the footer of the sub pages. Use descriptive keyword breadcrumb navigation.
Make a site map.
Check the text that links pages of your site to make sure it’s descriptive whenever possible.
Link to resources outside your own site that improve each user's experience.
Deep link to related articles and content from your page copy.
Rely as little as possible on the site navigation. Instead, guide your visitor through your site with links in the active content portion of the site.
Link to, and use, a cascading style sheet from every page.
Avoid duplicate content issues. Ensure that each page has significantly unique content that does not exist on other pages on your site or other sites.

Link Building

Make sure your site has something that other webmasters in your niche would be interested in linking to.
Create content that people will be willing to link at even if it is not directly easy to monetize. These linkworthy pages will lift the authority and rankings of all pages on your site.
When possible, get your keywords in the link text pointing to your site.
Register with, participate in, or trade links with topical hubs and related sites. Be in the discussion or at least be near the discussion.
Look for places to get high-quality free links from (like local libraries or chambers of commerce).
Produce articles and get them syndicated to more authoritative sites.
Participate in forums to learn about what your potential consumers think is important.
Issue press releases with links to your site. Leave glowing testimonials for people and products you really like.
Start an interesting and unique blog and write about your topics, products, news, and other sites in your community.
Comment on other sites with useful relevant and valuable comments.
Sponsor charities, blogs, or websites related to your site.
Consider renting links if you are in an extremely competitive industry.
Mix your link text up, if you can.