SEO...Picking Your Target Keywords...
How to gain a clear advantage over your competitors by becoming an expert at Search Engine optimization and keyword research
Make sure your target keywords appear in the crucial locations on your web pages.
Create Relevant Content
Changing your page titles is not necessarily going to help your page do well for your target keywords if the page has nothing to do with the topic. Your keywords need to be reflected in the page content.
In particular, that means you need HTML text on your page. Sometimes, sites present large sections of copy via graphics. It looks pretty, but search engines can't read those graphics. That means they miss out on text that might make your site more relevant. Some of the search engines will index ALT text and comment information. But to be safe, use HTML text whenever possible. Some of your human visitors will appreciate it, also.
Be sure that your HTML text is "visible." Some designers try to spam search engines by repeating keywords in a tiny font or in the same color as the background color to make the text invisible to browsers. Search engines are well aware of these and other tricks. Expect that if the text is not visible in a browser, then a search engine may not index it.
Finally, consider "expanding" your text references, where appropriate. For example, a stamp collecting page might have references to "collectors" and "collecting." Expanding these references to "stamp collectors" and "stamp collecting" reinforces your strategic keywords in a legitimate and natural manner. Your page really is about stamp collecting, but edits may have reduced its relevancy unintentionally.
Sullivan, Danny, October, 2002