I've picked up what I know about Search Engine Optimisation from those on the web who have generously shared their knowledge. What they do all agree on is that the criteria for good SEO changes all the time but that some principles have held true from the beginning
Google likes relevance in a website. Relevance means that your website provides a genuinely useful service and that service reflects those search terms you’ve put in your website to attract the customers you want.
Let's say you make luxury chocolate cakes.
Start the site off telling people instantly and clearly that you make luxury chocolate cakes.
"I Make Luxury Chocolate Cakes"
That's the first thing people should see and once they see it they'll know they're in the right place. You have shown that your business is relevant to their specific needs. They want a luxury chocolate cake, your opening statement is "I make luxury chocolate cakes". Perfect fit. Relevant.
Don't repeat yourself, don't put anything in that won't enhance the information-gathering process your visitor wants from your site. Only put in relevant information. That is information that exactly pertains to what your customer has asked Google to provide when they put "Luxury chocolate cakes" into their search box.
So, show that your site is relevant their needs.
Tomorrow's tip will be on SEO and Trust.
Please sign up to my blog if you'd like more simple tips on SEO and a wealth of information on how to make your website as good as it can be. Easily.
With thanks to all those who give out information on SEO, most particularly Sussex SEO whose tweets are beautifully constructed, relevant and always interesting @seosussex. I recommend you follow them.