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Keywords are the reasons that people discover a website. Through searches for information, visitors are led to a website. It's important that a site provide as many opportunities to be included in those search results as possible.

There is no magic keyword density formula. There are only some guidelines to consider, when deciding how heavily to place keywords on a web page. Google has the strictest requirements, regarding keyword density. No more than 2% of a web page's words should be the targeted keywords. Any more will be considered spamming.

On the other hand, Yahoo and MSN/Bing Search have much higher keyword density tolerances, perhaps as high as 5% of total words. That difference leaves quite a distance between the optimum limits for Google and the levels permissible in Yahoo and MSN. A prudent webmaster will recognize that a tradeoff will be necessary, while ensuring that the copy reads well for potential customers and clients.

The ideal compromise is to maximize the keyword levels for Google, without writing copy that doesn't read well. Use the keywords only where they make sense when reading the copy. Poorly written copy might draw some extra visitor traffic, but is unlikely to convert that traffic into sales.

A website owner should be certain that the page's most important keyword is included in the page title. Each web page should have a unique title, providing an extra keyword boost to that page. Titles are a very crucial part of the various search engine algorithms, and are an important way to prominently display the most sought after keyword on the page.

A good plan is to have a well linked site map, connecting the various supporting page, to the main targeted page. The links to the targeted page should contain appropriate anchor text, emphasising the main keyword. Each supporting page should be part of the overall theme, and provide additional keywords, for the focus page. It is especially important, to have as many theme related pages as possible, in highly competitive situations.

Try to get your linking partners to use link anchor text that contains your targeted keywords. For highly competitive keywords, strong anchor text from as many incoming links as possible, is vital for your pages to appear in the search rankings at all. While it's highly unlikely that all inbound links will contain the same link text, be sure it's not all identical in wording to avoid triggering any link text filters.

With keyword placement, early positioning is probably a good idea, provided the text flows well to the reader. Keywords sprinkled appropriately throughout the copy provide the best of both worlds.

Bolding keywords appears to help rankings in Yahoo and possibly MSN Search as well. The practice seems to have less influence in the Google search placements, however. Larger size fonts provide similar results. Enclosing the most important keywords in h1 and h2 tags to add extra keyword density, works with all search engines, provided the tags are used sparingly. Overuse could result in a loss of search rankings.

Adding a blog or forum component to a website significantly increases the overall site total of keywords. The additional keywords help to enhance the overall themes of the site.

Take care of your most important keywords, and they will take care of you.