The goal of search engine optimization (SEO) is to implement targeted keyword phrases into a website in an effort to reach a high rank on a search engine results page (SERP) for those keyword phrases. Once you know what keywords you want to focus on, the next step is to embed the targeted phrases in your site's pages. Effective techniques for doing this are called page factors optimization.
How Search Engines See Your Site
A web page is divided into many elements; (X)HTML tags, text, embedded objects, external file links, etc. The search engines parse a web page primarily looking at the text.
The text of a web page is divided into different areas, each of which a search engine weighs differently. For example, the text that appears as the title of your browser window is called title text, most text on the page is body text, text in the alt tag of an image is alt text.
The search engines read all these different areas and add your page to their database. When some one does a search, the search engine uses a custom proprietary algorithm to find pages that have the search phrase and rank the pages according to where and in what arrangement the term is present.
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