In general, having the keyword closer to the start of an area will lead to an improvement in the search engine ranking of the page. However, in some cases, having the keyword in the middle or the end of an area may lead to an improvement in the search engine ranking of the page. Denotes the number of times a keyword appears in a page as a percentage of all the other words in the page. In general, higher the weight of a particular keyword in a page, higher will be the search engine ranking of the page for that keyword. However, repeating a keyword too often in order to increase its weight can cause the page to be penalized by the search engines.
Most search engines use link popularity as a factor in determining the ranking of a web site.
The tag present in the header of a web page which is used to provide a short description of the contents of the page. Some search engines will display the text present in the Meta Description Tag when the page appears in the results of a search. Including keywords in the Meta Description Tag can improve the search engine ranking of a page for those keywords. However, some search engines ignore the Meta Description Tag. The tag present in the header of a web page which is used to provide alternative words for the words used in the body of the page.