One is through the use of keywords. We’ve always known that keywords play a big part in ranking pages. In the past, people could rank highly by simply stuffing their pages with the keywords they wanted to rank for, and presto, they were perched high atop the rankings.
This is not to suggest you can’t do well by strategically inserting keywords in all the right places. Indeed, you need to do this. You just need to do it naturally.
How to use keywords to increase your search rankings
Shaping your page content to go after a particular keyword ranking is something of an art. Often times the domain name may have little to nothing related to the keyword in question, and that’s one reason keywords in domain names are no longer the signal they once were.
Today having the keyword in your URL, title tag, H1-5 headings and sprinkled judiciously throughout the content is the best way you can help your cause.
What keyword tactics to avoid
There are some ways you can shoot yourself in the foot in this respect as well. Keyword stuffing, that aforementioned relic of yesteryear, is but one.
One more way is through the improper use of anchor text in your site’s backlinks. Having all the backlinks for a particular page using the same anchor text, and all be followed links, is a sure red flag in this current algorithm. Aim for as natural a link profile as you can build, and vary your anchor text with natural phrases that would occur, such as a few “click here” and such.