Building the words and phrases into your site also requires a lot of dedicated attention and expertise and knowledge of HTML. It is not, as some people think, simply to do with establishing an optimal percentage of keyword iterations ("keyword density"). It has more to do with what is known as "relevancy". The page, and all the links pointing to it, should establish clearly what that page is about - i.e. relevancy for that word or phrase. It is best to consult a reliable, ethical search engine optimisation consultant for this kind of thing. However, to give you a basic idea, here is a list of places where you need to ensure that your words and phrases appear:

• The domain name for your site
• The filenames you ascribe to your pages
• The title tags
• The meta keywords tags
• The meta description tags
• The heading tags - i.e. <h1>, <h2> (etc.)
  The main text of your web pages
• Various page elements such as bulleted and numbered lists
  The table summary for tabular data
• Image filenames and image alt text
• The link text and link titles on any links on your site pointing to the various pages within your website.
• The link text and link titles on any links on your site pointing to external websites. Ideally, such links should be on the relevant pages of your website and not in a separate links page.

It is important that your website is coded properly - not just for search en­gines, but also to meet accessibility requirements. Properly conducted search engine optimisation should ensure that the correct "HTML markup" is used for all your pages.