Keywords
- Keywords should match your page's topic and conversely, your page's topic should match the Keywords used to find it.
- If you find that visitors are finding outdated pages via keywords, you should make sure the page gets updated or a notice is placed on it stating that the information is old.
- Keep your content's voice sounding 'natural'. If you pad your text with the keyword too often, it will sound awkward to visitors and suspicious to Google! Instead, pepper your target keyword and its synonyms moderately throughout your text -- just like you would in conversation.
Search Results
- Google personalizes results whenever possible -- what two different people see may not be the same!
Content
- Low-quality content on some parts of a website can impact the whole site’s rankings, and thus removing low quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content.