There are a few technical tricks that you can use on the pages within your website in order to improve your site's SEO technical optimization and search rankings.
To get started, eliminate duplicate content on your site. Make sure that you don't use the same copy in multiple locations on your site. This includes republishing your own blog posts. Search engines see this duplicate content and lower your rankings because they can't tell which is the original page they should serve up in search results.
Keep the urls on your site as short as possible, include any keywords you're targeting in the urls, and use dashes instead of underscores. Make the URLS make sense, that is, don't use obscure naming conventions in your site. For example, if your business name is Widgets INC, your about page should be widgetsinc.com/about-widgets-inc/.
Set up each page to have a unique, descriptive title. This is the part of the HTML that goes between the TITLE tags. Again, use your keywords if possible.
Write the META descriptions for each page so they include your targeted keywords.
Make sure your page is set up for readability. This helps search engines understand the structure of the information they're indexing. Use a H1 tag for the page heading (and only use it once on the page). Important information on the page should be emphasized with STRONG tags.
Once you have your site set up for technical optimization, it's time to take a long, hard look at your content, write some SEO copy for your business. Writing SEO copy for your business site: A quick-start guide
There is a lot of misinformation about SEO writing guidelines out there on the web. And there are certainly ways you can try to use keyword targeting and link building to improve your website's search engine rankings. But unless you've got a marketing budget that can allocate a lot of money to your SEO efforts, you're really best served by following these three simple tricks for content creation and marketing.
1. Write for humans, not search engines (but keep those search engines in mind!).
Back in the day, you used to find entire websites full of spammy content that linked high-volume search keywords to different sites. Google has since gotten a lot smarter about how they determine whether or not information is useful, and if you're serving up spam on your website in an effort to boost your SEO ranking, you're wasting your time. The best practice is to provide useful and information content for your web visitors. Once you've got a list of search terms and phrases to target for your site, brainstorm some articles, blog posts, or ebooks you can write that will include those targeted keywords.
2. Update your page regularly
Search engines reward sites that serve up fresh content. You don't have to commit to a full-blown blog (though it's a good idea if it's something your business can handle), but you should be regularly updating your selection of articles and information on your site. You'll want your website to be a destination that your customers feel they need to keep updated with. The better your content, and the more often you write, the more likely you are to get linked and shared.
3. Make it easy to share your content
Search engines like to see who is linking to who on the internet--and sites that are linked to regularly become the authority in search results for any particular niche. You want your business site to be the authority in your niche. To do that, create link-worthy content and provide resources that other users will cite.