The page titles and the contents of the keyword and description Meta tags are still
important, providing that excessive repetition is avoided. Google places much more
importance on the text content within the body of each page. Google searches for
information content that appears to be of genuine interest to the website visitor and
ranks the page accordingly.
Google looks for information that is regularly updated, because this is a direct measure
of its usefulness to a normal visitor to the website. This differentiates it from a
commercial website, which contains relative fixed information on its products or
services. The availability of an easy to use content management facility is particularly
important in this context.
REQUEST FURTHER DETAILS
Just as normal visitors to a website would place more importance on text that appears towards the top of the page, so does Google. This requires the inclusion of text within the body of each page that places all of the most important keywords in what appears to be their relevant context.
The steps taken to optimise the website for search engines presuppose that the website
can be penetrated by the search engine. This excludes the use of Flash for website
navigation and the use of frames. While JavaScript can be very useful in enabling
websites to interact locally with visitors independently of the server, the other pages
within the website must be referenced directly from the HTML page and not via
JavaScript.
Google has outlawed most of the practices that used to be adopted to artificially
increase the ranking of a website, such through the excessive repetition of keywords,
the use of links farms, etc. Google achieves this through the algorithms that it uses to
determine the relative ranking of a website.