Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
Optimizing the page for keywords is quite simple if we follow the basics mentioned in this article. As said above, use keywords in URL, meta description, Title and headings. I think it doesn’t matter how many times we use keyword in a page, but where we use keywords matters. In the blog content we can use LSI keywords which are probably the best keyword ranking approach in 2018.
If you take money online, in any way, you NEED to have an accessible and satisfying ‘customer service’ type page. Google says, “Contact information and customer service information are extremely important for websites that handle money, such as stores, banks, credit card companies, etc. Users need a way to ask questions or get help when a problem occurs. For shopping websites, we’ll ask you to do some special checks. Look for contact information—including the store’s policies on payment, exchanges, and returns. “ Google urges quality raters to be a ‘detective’ in finding this information about you – so it must be important to them.
For me, when SEO is more important than branding, the company name goes at the end of the tag, and I use a variety of dividers to separate as no one way performs best. If you have a recognisable brand – then there is an argument for putting this at the front of titles – although Google often will change your title dynamically – sometimes putting your brand at the front of your snippet link title itself. I often leave out branding. There is no one size fits all approach as the strategy will depend on the type of page you are working with.
For example, let’s say you were running the website of an online pet store. You might be wise to create one keyword grouping for all your dog-related products, then one for all of your parakeet-related projects, etc. The next step would be to segment each individual group into smaller subgroups (parakeet cages, parakeet toys, parakeet snacks) and then even smaller groups for each type of product (low-fat parakeet snacks, luxury parakeet snacks… you get the idea). Now your pet store can create individual pages optimized for each small keyword group.
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
Thick & Unique Content – There is no magic number in terms of word count, and if you have a few pages of content on your site with a handful to a couple hundred words you won’t be falling out of Google’s good graces, but in general recent Panda updates in particular favor longer, unique content. If you have a large number (think thousands) of extremely short (50-200 words of content) pages or lots of duplicated content where nothing changes but the page’s title tag and say a line of text, that could get you in trouble. Look at the entirety of your site: are a large percentage of your pages thin, duplicated and low value? If so, try to identify a way to “thicken” those pages, or check your analytics to see how much traffic they’re getting, and simply exclude them (using a noindex meta tag) from search results to keep from having it appear to Google that you’re trying to flood their index with lots of low value pages in an attempt to have them rank.
Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a golf shop, for example, you might want to rank for "new clubs" — but if you're not careful, you might end up attracting traffic that's interested in finding a new place to dance after dark.
QUOTE: “To summarize, a lack of helpful SC may be a reason for a Low quality rating, depending on the purpose of the page and the type of website. We have different standards for small websites which exist to serve their communities versus large websites with a large volume of webpages and content. For some types of “webpages,” such as PDFs and JPEG files, we expect no SC at all.” Google Search Quality Evaluator Guidelines 2017
What about other search engines that use them? Hang on while I submit my site to those 75,000 engines first [sarcasm!]. Yes, ten years ago early search engines liked looking at your meta-keywords. I’ve seen OPs in forums ponder which is the best way to write these tags – with commas, with spaces, limiting to how many characters. Forget about meta-keyword tags – they are a pointless waste of time and bandwidth.
Keyword analysis. From nomination, further identify a targeted list of keywords and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each keyword. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.