Word count
Searchengines now count every word on your web page. the search engines notice if youhave certain words or phrases repeated and will consider those repeated words orphrases to be the main topic of your web page.
Wordsnear the beginning of a web page generally get more credit than words near theend of the page.
Searchengines have gotten fairly good at spotting keyword pollution. This is atechnique where someone drops a whole lot of words into their web page just totrick search engines. You want to avoid doing anything close to this becauseeven if your web page is honest, if the machine thinks you are using keywordpollution, then they will lower your ranking or even ban you from their searchengines.
Headers
HTMLincludes six levels of headers. These were originally intended for use asoutline subject titles. In practice, only the first three header levels (H1,H2, and H3) are worth using because of rendering issues.
Ifyou use the well established non-fiction writing approach of creating anoutline first, then you will want to translate your outline into HTML headersand preserve them in your final web page.
Ifthe search engine recognizes that you have done real outlining (which is doneby comoaring your headers to the text between the headers), then the searchengine will give extra positive credit to the words in your headers, increasingyour placement on keywords related to your web page.
Ofcourse, if you just create a bunch of misleading headers, the search engineswill spot that and assume that you are engaging in header pollution anddowngrade or ban your web site.
Notethat even if you don’t use an outline, you can still make use of headers byusing them as headlines and subheads. Go through your web page and every threeto five paragraphs create a high quality header that summarizes the topic ofthose paragraphs.