SEO Theory:

It is critical to ensure that you use the right keywords for your website to ensure you no only get traffic to your website but also good quality traffic. the related words should be used appropriately throughout the site.

Various webmaster tools such as

Google analytics (determine quality keywords that people seem to be using to find your website)

https://analytics.google.com/

Google adwords & Overture keyword Generator (a suggested collection of keywords and variations of keywords that your customers may be searching for)

https://adwords.google.com/select/KeywordToolExternal

http://sem.smallbusiness.yahoo.com/searchenginemarketing/index.php?&abr=2022403519

Keywords should be used, where applicable, in headings, page names, image names and ALT text and most importantly, the body text.

Search engines examine the keywords on a web page to determine what the web page is about. Targeting a specific keyword and using it frequently throughout the content of the page will increase the search engine relevancy score and therefore the ranking of the web page in the search engines for the keyword being targeted.

The mistake is often made in assuming that keywords are only relevant to an industry. This is not true, as there are a multitude of words that can be used in conjunction with the core set of keywords to find a site.

Along the same vein, places are particularly important keywords. Every country has significant regionalised traffic and regionalising searches to the country, state, city and even suburb level will help attract targeted traffic.

SEO Action:

The textual content of the web pages do not target the main keywords that will bring traffic to the pages.

Use the keyword research document to find one or two main keywords to target and use throughout the content of each of the web pages in the website.

Perform variations and experimentations on the website

What is a test page?

Why is testing valuable?

If you're putting money into driving traffic to a page, then the content of that page is worth every dollar you spend. You can use web tools like Google Analytics to track how effective that content is in getting you conversions, but tracking won't tell you how to make your content more effective. The only way to figure out what content will work best on your site is to test different content.

Website Optimizer will help you study the effects of different content on your users. Testing will enable you to identify what users respond to best so you can create a website that will be more effective in getting the business results you want.

How to use website optimizer to test different website combinations & layout

How to improve your conversion rate and increase your return on investment

http://services.google.com/training/websiteoptimizeroverview/2995095/index.html 

Utilization of webmaster tools such as Alexa Google analytics and ect.

These tools can help provide great insight into how you website is performing. SEO is getting more and more complicated everyday and these tools developed by the Search Engine companies help remove the guess work on how you can improve your site. While search engine bots have different algorithms for producing the results the content that they can index in more or less the same and the terms they use are commonly shared amongst the website bots.

When using tools such as google analytics or other website reporting tools it is important to pay attention to the following information that is provided to you:

What is the average time spent on your website? this can give you a good idea if your website is used as a 1 hit wonder or if you actually have great content and users are interested in what you are producing online. Your goal should be to make them stay on your domain for as long as possible.