Optimize the Content for Search Engines
Keep Content Relevant
To improve search engine ranking, focus the user on key points using keywords (terms we want to be ranked for in search engines) as much as possible in the following:
The page title (Title tag in HTML)
The first order heading (H1 in HTML)
The opening sentences of your page
Each page should stay focused on these keywords, with a limit of 2-3 key phrases per page. Subheadings should be relevant to the main page title and not introduce a new topic. Keywords that are topically different (e.g., "knee replacement" and "physical therapy") should be on separate pages.
A site home page should also mention geographic location to improve search results should a user be looking for a particular service in the Rochester, NY area.
Internal links within the content of a page should also be kept relevant by describing the page that is linked, using keywords. Link text such as "Learn more" or "Click here" do not describe the content of the page that is linked, and are therefore not considered relevant by search engines.
Bad Example :
"Click this link to learn more about our program."
Good Example :
"Our graduate education program in the biomedical sciences is known for its high quality curriculum."
Update Content Regularly
Web authors need to commit to regular review and updates of their web content. Content that is frequently updated improves the reputation of a site, and therefore its ranking in search engines.
Always keep the goals of your site close at hand while composing your content. Your goals should be built around the needs of your audience.
Remember how your users think, what they will be looking for. Keep it simple and to the point. You will end up with a much more valuable site that your users will actually use.