Text optimization not only includes modification of the actual content within a page but also the headers, text links and HTML code. Each search engine has different requirements they use in determining the relevancy of a page, but for the most part, a consistent formula of both focused content and good placement of keyword qualifiers, will result in a page that ranks well with all search engines.

Focused Content:
The text within a page can be optimized by repeating the desired keywords a specific amount of times. This is describes as keyword density (the percentage a particular word is used within the text as a whole). The trick is to repeat the word enough times to let the search engine robot (a computer program) recognize the text as relevant, pertaining to the keywords in the Title Tag, while at the same time conveying to the reader in a concise manner the benefit of what is offered.

Text Links:
In the last six months, text links have also become much more important. It is a good idea to convert any image based navigation bar to text links. In most cases, a web site's navigation bar will repeat the most relevant keywords for a web site several times. Why not make the images text links and have those words benefit the overall keyword density? It is also a known fact that a keyword used in a link is given more weight than one used in regular copy.

HTML Code:
If there is a hundred lines of code between the Title Tag and the first time the main keyword is stated, some changes should be made. There are a few ways to do this, such as cutting out any Java Code in the page and placing it in a .js include file on the server. This will actually help the load time of the page as well, which is always a plus. Also, simple table restructuring can improve the visibility of keywords.