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I hear a lot about "optimize your content," can you elaborate a little.
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James, there are many SEO techniques for optimizing content within your site and these techniques are arguably the most important "on-page" optimization tactics that you can do. Here's a quick list of techniques that can be done:
1. Keyword integration within your page content. Most search engine algorithms take keyword density into consideration. They want to see your specific keywords integrated within your content at a certain frequency (normally 4-6%).
2. Amount of content - A page without many words will always struggle to get high rankings. 200 to 300 words per page is a good rule of thumb.
3. HTML tags that add emphasis - Search engines pay special attention to content that is within heading tags (<H1>, <H2>, etc.), bold tags (<b>, <strong>) and link tags (<a>). Developing your page content to use these tags and integrate keywords within these tags will definitely help your SEO efforts.
There are plenty of other techniques, but those three should keep you busy for a while...