Use keyword text in your links – The text used to anchor a link is important and needs to be keyword related whenever possible.
For example, link the text hand painted china to your hand-painted china page, do not use click here. No one searching for hand-painted china is likely to search for “click here”.
Use your keywords in your page titles – What you place between <title> and </title> in the HTML for your web page is critical. Use your keywords, avoid prepositions and conjunctions where possible (the, and, for, with, etc.) and watch your punctuation within the title. Using only dashes between phrases in a title seems to help.
For example, Hand Painted China – Dishes – Mugs. It is not necessary and usually not advisable to waste space in your page’s title tag with your company’s name. If you do, put it at the end of the title – you want your keywords up front.
Use keywords in file names and folders – When you save a file to be posted on your website, use your keywords in the file names.
For example, hand-painted-china.html would be a great filename for a business that sells hand-painted china.
Because you are not prohibited from using the same filename as your competitors, as you would be with your domain name, and because you can do this regardless of whether you use a WYSIWYG editor like Front Page or Dreamweaver without knowing much HTML, this technique is quite easy to implement and make a regular practice.
Don’t leave blank spaces in your filenames. Use an underscore character ( _ ) or hyphen ( – ) instead. I find both equally useful.