What is next?
You know that a phrase is popular having found the statistics and you know that there are few competing sites. How then do you make your pages top in the searches?

Content
Content is key to your getting into the search directories, who often hand
review your site. Someone looking at your site must therefore see that it
has some worth and is informative, complete and has no broken links. Make absolutely sure your site follows this rule or you will be fighting a losing battle.

In order of importance, in my experience are the following:

Title meta tag. The page title is undoubtedly used by many engines as the
most important attribute of the page itself. Include the key words or preferably phrase within the title as close to the front as possible. Keep
the title brief and descriptive.

Body text. The key words should appear throughout the body text. Again,
keep your favourites near the top and in headings but used meaningfully
within the page as a whole. Don't over do it! Better to have the words at the top of the page than too may throughout.

Keyword meta tag. Less important than many people think (some engines
ignore this altogether), this area is often abused to show off subject text
to get visitors. You should instead use this to colour the page with related words around your subject. As an example if you sell cars, you could add phrases such as the makes you sell, geographical areas you cover, and related things like 'car warranty', 'free car insurance' and so forth.

Description meta tag. This is not always used by a search engine but where it is it forms the 'tag line' to your title, filling in your sales message
that they will see when your result gets displayed. Again, keep it succinct and designed to encourage the visitor to you and not to another site.

Although key words are not necessarily considered important by search
engines within this, the description should cater for the customer you want
and should not be ignored.

Where else can you put key words?
Always make sure you have suitable phrases as 'alt text' - the alternative
text behind an image. This is good practice anyway, as it allows people to
click on a link if the graphic is not loaded yet to tell them where to go.

Key words can also be include in links to other pages on your site, 'title'
tags for text, cascading style sheet names, and even comments within the
page (although it is doubtful whether either of these last two help a huge
amount).

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