Search engine algorithms take words literally.
- This means that they don't understand it when we make a play on words. For example, a recipe titled, Too Hot To Handle Chili will rank lower than one titled, Homemade Vegetarian Chili. Often times a clever title will result in fewer clicks.
Search engine algorithms also look for keywords.
Keywords are the words that appear on the website that describe that page. When writing content for a client they will often give you a list of keywords. It's your responsibility to use those keywords effectively. This is called Keyword Density and refers to the number of times a keyword is used on a page.
Search engines read from the top of a webpage to the bottom, searching to see that important keywords are used throughout the page.
- It's important to have a high concentration of any given keyword at the top of the page and then spread out evenly throughout the rest of the page.
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