In terms of layout, many web sites are not designed for optimum search engine and directory visibility. People or companies seem so centered on their corporate or personal images, products, and services that they neglect to design their web sites with search engines and directories in mind.
Search engines and directories vary in the way they rank your web site in a search query. Some search engines place primary emphasis on the text within your title tags. Some search engines place emphasis on the main ideas presented in all of your text on a single web page. Some directories emphasize the text you submitted in their “Description” field. How and where you place your text, both in the copy your visitors see and within the HTML tags your visitors do not see, will affect your ranking.
Of primary importance is selecting the best keywords for your industry and the keywords you believe your potential customers will use to find you. Selecting the right keywords requires research.
Look at your company’s printed materials. What words do you use over and over? When you speak to new and current customers on the phone, what questions do they frequently ask and what words do they use? Ask your current customers how they would find you on the Internet. Then go to the major search engines and directories. Type in the keywords you want to use. Study the source code of the web sites that appeared