Know who you are playing against.

The more information your have about your opponent and how they play can greatly increase your chance of beating them. The same can be said about search engines. Understand how they work and how they find sites. Knowing your opponent can help you to win. But also keep in mind that as time moves on, your opponent is getting stronger. They are constantly changing their game to keep up with new breed of chess players. You may be able to beat them today, but in 6 months, they may have a new strategy. Keep a close eye on them and change your game to adjust to theirs.

Keep in mind that your opponent will never tell you how they are going to play game. There are secret strategies that only they know. Many will guess as to what those are, but nobody will ever know their strategy 100%.

Do Not Take Shortcuts Just To Get The Game Over With

The same can be said about using spam techniques to get your site listed quickly and to top. Spam techniques may work for a short time but once you get caught, you are banned from playing game. Google states this about spam, "Trying to deceive (spam) our web crawler by means of hidden text, deceptive cloaking or doorway pages compromises quality of our results and degrades search experience for everyone. We think that's a bad thing."

Keywords should also contain keyphrases and list keywords/keyphrases relevant to page they appear in. There are two ways to list your keywords/keyphrases. Either with commas separating them or without. The benefit to not using commas is that keywords side by side can also be read as keyphrases by SE's. Where as a comma separates everything out. So not using commas allows for some odd combinations to be picked up by SE's.

meta name="keywords" content=" best exercise equipment cheap home gym equipment health good exercise order online"

That's just an example off top of my head I haven't researched words as I normally would, you should also have much more in there around 20-30 words at least. Notice again I've started of with 'best exercise equipment' to echo and boost use of that phrase elsewhere as discussed above.

The description is self explanatory again and it's a good move to echo title of page and fill it out a little so -

meta name="description" content="best exercise equipment - best, cheap, new and used exercise equipment reviewed and available to order online"

The robots tag is very simple and is not strictly necessary but useful. What it does is tell visiting SE spiders what to do when it comes to listing your site. Spiders are little programs that crawl web gathering info on websites for SE's. You can also use something called a robots.txt file to further control spiders, but I won't go into that here since its not strictly necessary and robots tag is enough for our aims at moment.

Here's an example - meta name="robots" content ="index, follow"

With this we're telling spider/robot to follow all links when visiting this page. If you have a members area or an admin area on your site that you don't want listed in SE's, or any other pages you want to keep to yourself then you can use this -

meta name="robots" content ="index,no follow"

A well known and very useful tool for checking out what search words people are using on SE's is Wordtracker. When you know what people are searching for you know what keywords and keyphrases you should be weaving into your website. This tool is used by all online Marketing experts. Another tool is Overture suggestion tool which will list number of times a word or phrase has been searched for on Overture engine over previous month. A handy tool that will query Overture directly from your desktop and store all results of your keyword searches is Good Keywords.

For a more extensive list of keyword resources try my keyword research page.

5: Body text Keyword/Keyphrases and bold text. This is very much where focus is when it comes to keywords and keyphrases. Generally it makes sense more focused your body text is on what your page is about better you will get ranked. In those terms everyone's a winner. You get better listing and your content is more relevant in order to achieve that. Does that make sense ? let me clarify.

Returning to our examples again our site is called exercise-equipment.com We've already used phrase 'exercise equipment' in our domain name, page title, on page title and in our meta tags. If we now add this same phrase to main text of our page a number of times ideally near top within first paragraph we'll boost our ranking in SE's yet again.

Note you should try to make phrase fit text and not just cram it in there. It's also important not to over do it. As it is with other techniques described in this article. You can get your site dropped and even barred from SE's if it's seen to be 'spamming' them by abusing these techniques. So tread carefully and try not to be tempted to over do it.

Back to keywords/keyphrases, there's a further twist to this if we also make body text 'exercise equipment' bold we'll score again in SE's since text in bold is seen as being more important and again more relevant. ;-) The side benefit is that it breaks up text a little on page too for our site visitors and makes page a little more interesting and easier to read.

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