Once you have your meta tags setup correctly you will want to move on to the page content; here you will have to understand the H1 to H5 title tags and the value of these tags on the page. Additionally your content will need to be rich and unique to some point where it is friendly for humans as much for the search engines, being rich and unique is the reason all of them will remember your web site. What’s the point of lots of people accessing your site if all they see is a number of words that mean great things to the search engines but almost nothing to them because they are very common and they've met the same sentences and phrases in 10 other places?
The easiest and most basic SEO rule is that the search engine spiders can be relied upon to read basic body text 100% of the time. By providing a spider with basic text content, you offer the search engines information in the easiest format for them to process. Some search engines can strip text and link content from flash files, but nothing can compare with the basic body text when it comes to providing information. You can always find at least one way to add text into a site without compromising it's functionality, looks and feel.
The content itself should be thematically focused, it means you should keep it simple and clear. When you want to approach multiple topics try to put them on different pages inside the site, it will be clearer for the humans as for the spiders. Keep always in mind that unique topic-focused content for the pages inside your site is a basic seo techniques to make everything simpler but also to improve the quality of your content.
The ways (and some suggestions) how to write the content is another subject, I will approach it some other time. But one thing is for sure: not all of us are gifted to such thing, some are better than other. If you are not satisfied with the content of you site or you don't know how to write it ask somebody that knows. There are a lot of bloggers and copywriters (people that are writing web content for money) in this big world that can help you.
Heading Tags
The heading tags used to be only the responsibility of the web designer, but since the development of the wysiwyg editors (what you see is what you get editors) you can format you own content a lot better than before. You've seen them in wordpress, blogger, blogspot, in any blogging system by the way.
I've written already about the choosing of the keywords. Use the heading tags to underline the keywords: many search engines place more emphasis on the text within heading tags, so make sure they use keywords. Use one
tag per page with the most important keywords and use the other head tags (
,
, etc) to provide variations and support the main heading.
Books
Romantic books
... some list about the romantic books and their love stories...
Adventure books
... Robin Hood, Robinson Crusoe, The lord of the rings...
Horror books
... Stephen King and all the others writers...
Page text and the rest of the content
The relevance of your pages is given in some way by the keywords and common phrases the people might find inside them so be sure your pages contain that. Write accordingly to the thematic of the site, but write about what interest others. Be careful about the frequency of your keywords... you want to have them occur at least a few times if possible, but don't repeat them so much that the copy becomes unnatural. It is important to discretely spread keywords around without making it obvious. Neither keyword should take up more than 12-24% of the entire body text, it is often considered as spam.
Also remember that text contained within images will not be picked up by the search engines, they still can not read that. Only actual text on the page will be indexed.
Do not use too much content right on the front page: the loading time of the page and the redundancy of additional words used will reduce the chance of showing up in relevant searches.
HTML Code Page
In case your website uses a language different than the default of the search engine which your target audience prefers (for example: someone for America or Asia finds something on the web page from Romania) or your website uses special characters unique to that language, make sure to implement the proper HTML codepage tag. The Unicode versions of special characters (HTML encoded characters) are more or less impossible to look up for now in most search engines.
Lately, I mean the last few years, when I design pages for my clients I am always telling them to write as much and as good as they can. Mainly my job finishes when the page is fully functionally and the maintenance I do in time is limited to the scripts, and almost nothing about the content of the page. That depends of the project, of course, but I had the chances to see clients adding products to the sites with only few words as description, nothing special. That pages did not have many visitors, only a few people found them using the search engines and the most part of them visited the pages because the advertisement in the “real” life.
Remember this: the content of your page is the best advertiser and the search engines through the structure of the site are it's tools.
