On-site

Search engines index web pages and analyse text contained within them to find out what it is about. If you do not have a keyword on a web page it is unlikely that page will ever rank for that keyword.

There are different parts of a web page, which are given varying weight of importance by search engines when deciding what sites will rank. The most important of these is known as the title tag. The title tag is – in most cases – what you will see come up in big blue letters on search engine results pages – the part you click on to take you to the page. Search engines do not pull this out of thin air. In most cases it is a part of the web page, which can be easily changed. If you want to rank for a keyword or phrase in a search engine, ideally it should be present in your title tag. Search engines also give more weight to text that is set to be a header or in bold. It is also beneficial to mention your keywords several times in your site's copy.