There are many things to consider when you go to put keywords in the text of your pages. Most search engines index the full text of each page, so you should put your keywords throughout your text. However, each search engine uses different ranking algorithms. And that’s the really hard part--difficult though it may be, you need to keep all of them in mind.
General rules
Your main page should be full of keywords because that page has a higher chance of being indexed than other pages. And for some search engines, it will be the only page that is indexed.
Some engines will rank your page highly if it has at least 100 words on it, so consider that your minimum. Directories include pages based on the quality of their content, so make sure your pages aren't just lists of keywords. If you do that, you risk not getting in the big directories AND you will irritate readers—they won’t come back.
Important design concepts
When you create your pages' content, pay attention to:
- Keyword prominence
- Proximity
- Density
- Frequency
The thing about keyword prominence is that the best place to place keywords in your text is at the top of each page, preferably the main page. The closer your keywords appear to the start of the page or the start of a sentence, the better. You'll frequently see “keyword prominence” used to describe search engines' algorithms. Be aware that some engines also say the bottom of the page should contain keywords as well.
It gets more complicated. Search engines view pages differently than people do. Try to put keyword-rich text at the very top of your page. If you put images at the top of your page, make sure to include ALT tags so the search engine ignores them.
