Gone are the days when good
ranking among the spider based search engines like Google
or Altavista meant simple adjustments to metatags (the
place on an HTML page where the keywords are listed).
Now in their 3rd generation, these search engines de-emphasize
metatags in favor of analyzing visible content to establish
website theme and off-page factors like links from other
websites to support that theme.
A website theme is what a search engine thinks your
website is all about (regardless of what keywords are
placedc in the metatags). They use complex algorithms
to analyze the visible content of each website page
to determine where and how often words and phrases occur.
When common words (a, the, it, etc.) are removed, search
engines can determine which phrases are most common
and where they occur to establish a website's theme,
focus and strength. Stronger themes mean higher ranking.
When keywords are strategically placed in the visible
and invisible content, a website's theme can be crafted.
For this reason the choice of keywords is an essential
starting point for all website promotion campaigns that
rely on search engine results.