Content Optimization

Good copy equals conversions.
Things to do:

* Use the main keyphrase you are targeting on every page, except for the home page.
* Use keyphrases in your hyperlinks.
* Create a page title that is intriguing and eye catching. Remember words sell, graphics don't.
* Limit your keyword usage to 2 or 3 keywords per page. Otherwise, you may get tagged for keyword spamming.
* Create supplemental content like FAQ pages, how-to pages, industry glossary and related articles about the product.
* Use the description meta tag. Google refers to this when it can't find content or a listing in DMOZ.
* Always keep an eye on competitors and how they rank for the same keywords.
* Focus on the the pages that have your best conversion rates.
* Think like a reporter, asking the five W questions (who, what, when, where, why).
* Display your location. Studies indicate that people look for local vendors, even when online.

Things to avoid:

* Inserting keywords into copyrighted material.
* Forgetting what your audience is looking for.
* Leaving the title of your page as "Untitled".
* Using too many graphics.
* Waiting to implement copy changes for expected seasonal sales. You need 6-months when optimizing seasonal content to give the engines time to adjust to your alterations.