In today's environment, you can gain some SERP rank by playing to the search engine algorithms and trying to game the scoring system. However, this is a losing proposition long term because the algorithms constantly change. Focusing on high-quality service is more likely to generate sustainable high rankings.
- Offer stable URLs so other sites can link directly to each key piece of content.
- Speak the user's language in page titles, headlines and body text. As long as search is mainly based on keyword matching, it's essential to write in the same vocabulary that people use in their queries.
- Offer a clear information architecture that has a designated main page for each item of interest and a clear navigation system that points to these pages so that search engines can deduce their status.
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