On-page Search Engine Ranking

The use of the keywords in your web page is an important factor while optimizing your pages for the Search Engine, as the Search Engine determines by that, if your page is relevant for the search made for that keyword or not. It is assumed that the Search Engines uses the algorithm wherein they check for the keyword density and the keyword prominence in your page.

Keyword Density is frequent use of the keyword at certain location in your page . It can be increased with the use of the keywords in the first two paragraphs and the last one with the sprinkled use throughout the page…keeping in mind that it should look natural. Or what you can do is…check the high ranked websites to see the relevance of the keyword density and improve your website's ranking.

Just like keyword density, keyword prominence also plays the significant role for Search Engine Optimization. Keyword prominence is the use of keyword in certain HTML tags. It is not clear yet which Search Engine gives the importance to which HTML tag but listed below are the tags wherein the use of the keywords can help you in achieving the good Search Engine ranking.

The TITLE tag is the most important tag on your page. This is what we see as a link in the search engine result listings. You should take care of the following Important points while writing the TITLE tag for your page.

Should not be more than 80 chars in length.

Should contain the specific keyword at least once.

Should be relevant to that particular page and not misleading


This criteria is not so important factor these days but few Search Engines still go for it. One can use more than one keyword in this tag with the comma separator.

e.g. <META name="KEYWORDS" content="Chinese food restraints, place to have Chinese food">


Just like TITLE tag this is also important, as the searchers sees a portion of this in the search result listings.. But don't fret as most Search Engines don't give much weightage to this text. You should take care of the following Important points while writing the META Description tag

Should be 150-200 chars in length

Should contain the combinations of the specific and general keywords and their synonyms, but do remember don't over do.


This is considered most important after the TITLE tag. Most of the search engines use META description as the second criteria for ranking, but with the latest trend, it is Header tag or rather the heading of your page. You should take care of the following Important points while writing the Headers

Should be 40-80 chars in length

Attractive and not misleading

Combination of the specific and general keywords

Should not contain TITLE


After TITLE, Header comes the beginning of the Body Copy in the criteria for the ranking. You may use the specific keywords, general keywords with their synonyms and some variations, as people generally use combination words while searching.


Links are vital for building the structure for your website, so are the hyperlink text which makes the linking more relevant to the parent page. e.g don't just write "click here" say "click here for easy to cook Chinese foods recipes" Using the specific keyword in the text box ensure the relevance of that page and the website to the search engine. Some variations and synonyms can also be used in the hyperlink text. Some search engines will also index the hidden URL text in the link.


Use of the concept keyword in the domain name is quite vital as it will reflect the purpose and concept of your website.


Just like domain name it is also important to include the specific keyword in the file name. Some Search Engines might consider this as important factor for the relevancy.


This is important as most of the top search engines provide search on the images as well. Depending upon on your topic, image search may be significant traffic generator

Back - Choosing the right keywords

Next - Link Popularity or Off-page Search Engine Ranking