You need to understand that part of good SEO practice is composing markup that provides visual appeal relative to the search engines as well as visitors to your site.

The following tags are listed as to priority given by the search engines:

1.    <h1> . . . <h6>

2.    <strong>, <b>

3.    <em>, <i>

You will want to assure you highlight your primary keyword(s) or keyword phrases in at least two of the three tags I’ve referenced above.

Also, be aware the search engines will place greater emphasis as to these tags and the insertion of your keywords therein, than in any other area of your site.

It is vitally important you place your keywords inside your heading tags as the search engines will most definitely look at this area.

The second area where it becomes imperative you insert your keywords is the area known as the “hidden markup area.”  In order to clarify further, the “hidden markup area” is the area of your site’s source code that your visitors do not see.  The only way visitors to your site would ever see this portion of your site is if he or she were actually looking at your code; which is highly unlikely.

The tags where you will want to make sure you place keywords relative to SEO standards are as follows:

1.    Alt <tag>;

2.    Title <tag>;

Also included with the above tags would be the attributes of <img> and <a> tags.

Following is an example:

<img src=”/img/planning/itinerary. jpg alt=”Vacation Planning Itinerary”/>
<a href=”a-beginning-guide-vacation-planning/”
Title=”A Beginning Guide:  Vacation Planning”> vacation planning guide </a>

As you can see from the above illustration keywords originally derived from the example used in chapter two and relative to travel planning are found within the title tag as well as the alt tag.

Notice also that keywords are also included within the text for the link which differs from our title.

Additionally, once all of this slowly starts to “sink in” for some of the more novice level readers, you may wish to take the following tip into consideration for future reference:

If you are producing code as to an external website and wish that Google not rank it assure you apply the element of REL and also the target attribute.  The latter of course would depend on your Doc Type.

Following is the code if you wish Google not to place any additional consideration as to an external link’s rank:

<a href=http://www.google.com
Title=”Google.com” rel=”nofollow” target=_blank”>
Google</a>

This code is not essential if you wish Google to give the external link weight as to the rankings.

All in all this chapter covered two essential areas as to markup.

As a side note:  If you are experiencing any anxiety as to this instruction, I highly advise you to visit your local library and read the first few chapters of a book devoted to HTML code.

You will discover the more you analyze such code the easier it becomes to understand as it is sequentially logical in nature.

I digress slightly.

Reviewing the areas covered within this chapter and relative to visually appealing
markup we have touched upon the following:

1.    We reviewed the importance of certain tags and the inclusion of keywords within at least two of the three following tags:  <h1> . . . <h6>, <strong>, <b>, <em>, and <i>.  It is especially important to place your keywords and keyword phrases inside your heading tags.  Also you should place keywords within at least one other tag besides a heading tag.

2.    The second important area where you need to place keywords is within the “hidden markup” of your source code.  Tags wherein keywords should be inserted include the following:  The title tag, and the alt tag.  Other areas you may wish to place keywords are within your <img> and <a> tags.  At minimum level, your keywords need to be placed within the title and alt tags.

3.    I apprised you of a coding tip wherein you may not wish Google to rank an external link or linkage going to another site.  Do not develop “test anxiety” as to this advice:  Just keep it in the back of your mind, once all of this starts making a great deal more sense.  Additionally, relative to your experience with HTML, I recommended you find a book on HTML at the local library and read several chapters.  I would suggest you acquire a good grasp for the basics of HTML coding.

4.    Lastly we reviewed the structural format in accordance with the code.  I believe you will easily discover the structural integrity is quite sound and makes a good deal of logical sense.  Thus, if you are not familiar with it already, it will eventually be relatively easy to understand and apply.

Chapter Four – Producing Markup that is visually appealing to your Site’s Visitors and the Search Engines

From: Search Engine Optimization for Internet Beginners By Mike Crooks