On-page optimization is a major aspect of SEO. Once the search engine spiders crawl your website and index the pages they will determine the keywords that that your pages should be listed for. As such, your textual content is vital.

Conducting keyword research should throw up some good keywords. For the majority of sites, the best approach is to start with less competitive keywords and progress to the higher-traffic, but more competitive keywords, in time.

Keyword density is not as rigid as it once was. In fact, Google and other major search engines prefer to see more organic content. Pages that include keyword stemming and keyword variants tend to perform better than the more traditional approach of keyword crammed pages.

One final note, an SEO campaign should treat every page as being independent. Each page needs its own keywords and should be promoted separately.