Search engine optimization works best in the strategic placement of keywords. Examples of high-end keyword placement are in the title tag, your title, and in page copy. Since search engines do not see images, caption the images you use, placing a main keyword into the caption.

Search engines do have a preference toward key words that are typed in bold. Use bold within your title, sub-titles and one or two places of your text. Keywords should be scattered throughout your page, but the most important ones should be in the initial paragraphs. Place your main keyword in bold, as close to the beginning of your copy as possible. Use it two or three more times if suitable, but don’t overdo it. The search engines are very sophisticated and have a tendency to ignore keywords if it appears they are being manipulated.

If you choose to place keywords into italics, make sure the use of the italicized words are appropriate for the text. While search engines recognize bold as being a strong statement, italics are used for emphasis. Randomly italicizing keywords will not have an effect unless the phrase makes an emphatic statement. Bold text is given more weight than ordinary text. Italic tags, therefore, send a message that the word or phrase italicized is more important than the rest of the text. Choose your italicized words carefully to reflect the message of your text so they will give a comprehensive, cohesive message to the search engines. By using the italicized words throughout the page, it leaves the impression to the search engines that these words are important.

Underlining is done only for anchor text. Search engines use this text as a means of determining the subject matter of the linked to article. The links will tell the search engine when the text is being used to transfer to the documents of the linked site, which can strengthen the results for your own article. However, caution should be used in establishing too many underlined links, as this method could distract the reader from finishing your article. Underlined text is most effective when you use it to link back to one of your own pages, giving additional information.

Whenever you use bold, italics or underlining, be careful to not overdo it. Keep the flow of your text natural and appealing to the reader. Use bold, italics or underlining only when appropriate. Use your primary keyword in the title, first sentence, or at least one sub-heading. Place your sub-headings in bold. Place a keyword in at least one of your image captions. Remember that the reader wants content, and that the search engines have become very sensitive to the values of good content.