The Foundation of Successful SEO
The foundation of a successful SEO program consists of the following building blocks:
* Keyword-rich text. The majority of a site's pages should contain the words and phrases the target audience types into search queries. Pages should appear somewhat focused on these important keyword phrases, and the phrases should be featured prominently on the page. Otherwise, the page won't convert well or receive consistent search engine traffic over time. Keyword research and copywriting for individual HTML tags are a part of this building block.
* Information/site architecture and page layout. Search engines and end users must be given easy access to keyword-rich content. How text, graphic images, and multimedia files are arranged on a page tells search engines and site visitors which content the site owner believes is most important. URL structure and technical architecture figure into that as well.
* Link development. Commonly referred to as link popularity, this is the number and quality of objective, third-party links pointing to a URL or Web site. Of course, not all links pointing to a site are objective, third-party links, but those types of links aren't always the most credible.
Since optimization is centered on query-based searches on the Web search engines, many SEO professionals feel SEO's core is text. It's a logical conclusion, since searchers must type text into a search box to receive document information.