3.1.: The Basics

While this might be a no-brainer for all who's been doing search engine marketing for many years, newcomers often miss the point of building websites that were meant to be seen: you'll need to study the interests and intents of your users in order to be found by certain audiences.

The basics are simple, include the keywords and phrases people are looking for, and looking for with a distinct motive ( for example 'informative' vs. 'commercial' interests are often confused by SEOs ), and not just random words, indiscriminately filling your articles, navigation and page titles with anything and everything that came to mind while writing up the copy.

And in case you did not know, Google, and any other search engine will only be able to determine keyword importance ( emphasis within the same page ) or even occurrence ( whether the keyword is present ) if your pages are accessible to their crawlers, a.k.a. bots that try to analyze them. Meaning these words are available in text, featured in the content, in the page title ( HTML title tag ), featured in the description of the page ( Description attribute of the HTML meta tag, often used on search engine result pages as the snippet for listings ), and are present in the text link based navigation, optionally in the sitemap, and of course in other sources' links to the given website.