Content Optimization

• Use the main keyphrase you are targeting on every page, except for the home page.
• Use keyphrases in your hyperlinks.
• Create a page title that is intriguing and eye catching. Remember words sell, graphics don't.
• Limit your keyword usage to 2 or 3 keywords per page. Otherwise, you may get tagged for keyword spamming.
• Create supplemental content like FAQ pages, how-to pages, industry glossary and related articles about the product.
• Use the description meta tag. Google refers to this when it can't find content or a listing in DMOZ.
• Always keep an eye on competitors and how they rank for the same keywords.
• Focus on the the pages that have your best conversion rates.
• Think like a reporter, asking the five W questions (who, what, when, where, why).
• Display your location. Studies indicate that people look for local vendors, even when online.

• Inserting keywords into copyrighted material.
• Forgetting what your audience is looking for.
• Leaving the title of your page as "Untitled".
• Using too many graphics.
• Waiting to implement copy changes for expected seasonal sales. You need 6-months when optimizing seasonal content to give the engines time to adjust to your alterations.