Search engines look for keywords and key phrases to be in spots where writers use them to emphasize key points. Put another way, words used in certain places automatically carry a higher prioritized value. For example, words used in page titles are considered definitive for assessing the contents of that page. So because the title defines the page content, those words carry more weight than do words found in body text. Closer are the keywords, the better. The reason for this is that Google, for example, usually follows a description of the first 2 points. If the first paragraph, the word-rich, that your website has a good chance of placing well in these conditions.In fact, body text is the least definitive use of keywords, because it is the most common text. Words that describe the body text as a whole or even other pages as a whole naturally carry the weight of those entire pages. Writers of technical books know the power of words that define entire passages (such as page titles, chapter, and section headings), and that assumption is used by search engine bots as well.

So in a nutshell, written in the form of naturally spoken language, use your keywords in the following areas for the greatest impact:

Page title (inside the <title> tags)

Body text headers (as used within tags such as <h1> </h1>, <h2> </h2>, and so on)

Links to other pages (the link text between the <a> </a> tags)

Meta tags (specifically when used with the name=”description” and the name=”keyword” parameters)

Lastly, don’t mistakenly think using keywords in body text is a waste of time. Your body text content is indexed just like everything else, and in the effort to determine the site’s theme and the relevance of your content to keywords, your body text is definitely considered within that process. Including your keywords and key phrases in your body text simply reinforces your use of those terms used in the higher priority parts of the page. But without their use in those aforementioned areas, they won’t stand out as easily as definitive keywords for your site’s pages

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