3. Put more thought into site content beyond the homepage. Whitson says search engines aren't taking a holistic look at sites—they're looking at individual pages. She adds, "Use keywords in page content that leads visitors to other areas of the site that has additional information on the same topic. It helps users navigate a website and it improves the amount of information search engines will index."
One way to do so, Egan suggests, is to "add on-site widgets [such as related content] to key landing pages to [aid] in navigation for top content pages, as well as create secondary links to those pages for search engines."
Finklea says linking the content internally helps spiders understand its meaning. But don't go nuts and link every page to every section, thereby making the copy illegible, Whitson cautions.
4. Only use keywords when they make sense in the context of the content, Finklea says. "The quality of your content should obviously be your first priority," he says, "so make sure the way you use keywords sounds natural and makes sense to the reader."
Then make sure to place anchor text (clickable links attached to words within content) on appropriate keywords within a page in a way that makes sense, he says.
5. When adding functionality, check to make sure the site still loads quickly, Watlington says. It's a ranking factor.
6. Functionality should flow from the objective, which is also where the content should originate, Bachor says. He adds: "'Selling' is the best strategy: If the aim of a website is to sell products or to achieve many newsletter registrations, the best SEO strategy is to realize these conversions. This keeps visitors on the site and leads them deeper into the website."
7. Mind the details. Austin says to include keywords in image descriptions. Whitson adds that "it will provide additional content for users, and is the only piece of information search engines will 'read' from your site."