Use your keyword or phrase in links to the page

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4. Use your keyword or phrase in links to the page

On web pages that link to your optimised page, whether the links are on your own site or an external site, use the keyword or phrase in the text that forms the link.

in this section:

Search engine optimisation

1. Find out which key words or phrases people are really using

2. Create a "theme" for each page based on a key word or phrase

3. Put your keywords in the best places

4. Use your keyword or phrase in links to the page

5. Improve your Google "Page Rank"

6. Submit your site to search engines

Meta tag myths

Things to avoid when optimising your website for search engines

Thinking "out of the box"