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MASTERING SEO CAMPAIGNS, MASTER STEP 3 -     Generate Targeted Content, Tags and Links

  1. Keep your content to about 250 words per page. 

  2. Repeat targeted keywords to have a density of at least 3%, but keep it natural.  Remember that in the long run, targeting for human readers will target for spiders as well. 

  3. Use synonyms, related or semantically linked keywords.  To find such keywords, go to and search for ~keyword and note all the different bolded terms in returned results. 

  4. Embed keywords in links but again also use synonyms, semantically linked keywords to avoid repeating exactly the same anchor text too often. 

  5. Have a Privacy Policy and Company Information page as presumably the search engines will give such sites more credibility. 

  6. Keywords that are bolded, italicized, underlined or in headings carry more weight.

  7. Keywords that are closer to the top of the page carry more weight.

  8. Update Content regularly as search engines like fresh content and will come back often for that. 

  9. Avoid duplicate content as search engines will penalize this. 

    a. If you suspect your content may have been stolen, use to check for and find duplicate content.
    b. Be careful about submitting your content even to shopping engines as this can lead to content duplication. In general, though, duplicate content across d

  10. Remember that individual pages, and not sites, rank well in search engines.  However, if rest of site also tends to target the keyword, individual page will rank better as well, as search engines will assume that whole site is about that topic.  This is a tradeoff since this may cause the site to target a lower number of keywords. 

  11. Don’t have web pages with a high link to text ratio since this may be misconstrued by the search engines as spam/link farm. 

  12. The URLs itself should ideally contain the targeted keyword separated with dashes (-) e.g.  Such a structure does have other (non SEO related) downsides, though.  In some instances the dashes can be dropped and search engines may still be able to recognize the different words. 

  13. The Filenames themselves should also contain targeted keywords, e.g. if “cameras” is targeted, then use cameras.html for that page. 
  14. Keep “juicy” content pages at the top of the directory structure on the server giving them a higher chance of getting indexed. 

  15. The Title Tag on every page is very important.  Keep it to 60 characters or less, and put the more important targeted keywords at the beginning of the tag. 

  16. Use the Description Tags to also include targeted keywords.   But since these may appear in search results pages right below title tag, ensure that title and description tag read well together.

  17. The Meta Keyword Tags are less important. Nevertheless, use them to include all your targeted keywords for that page. 

  18. Use Header Tags – (h1, h2…) since keywords in these tags are given more weight than keywords in the main body of the page. 

  19. Always use the Alt Image Tags to describe every image and put in targeted keywords there as appropriate. 

  20. Use the targeted keywords in anchor text of internal links.  Since search engines are not very good with Javascript, if you use Javascript, ensure that you also have HTML links.

  21. Also with Javascript, have <noscript> tags with targeted keywords in them. 

  22. Link externally with targeted keywords in anchor text.  If appropriate, write a short keyword laden summary around the external link.  But put these external links on low “page rank” (page rank is importance of a page in Google’s eyes) pages due to “page rank leakage”.  Keep the high page rank pages for internal links.

  23. As you link, keep in mind that links from inside text are more important than links set apart.

  24. Don’t link to low priority pages unnecessarily due to page rank leakage; if you do, use <no follow>

  25. Only link pages that are related content wise.  Otherwise, you may confuse the search engines as a result of which your ranking may suffer. 

  26.  Use (to validate html).  Need the <doctype> tag in the HTML.  You need to do this since spiders are less forgiving than browsers. 



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