The term 'optimizing your web site' refers to making the pages within your web site search engine friendly. When spiders visit your site they can't see your pages like a human does,
they read the html (hyper text markup language) behind your page - the stuff that makes your page look like it does - and the spiders use all of the information in the code to decide how relevant your page
is to difference search keywords and phrases. For this reason, you need to make sure that the code behind your page is going to tell the spiders what you want them to know.
Firstly we have meta tags and they go between the <head> & and </head> tags of your page. A lot of web building software will put in a lot of meta tags that you don't need - these are the main ones:
<title>Put a nice long title here that has your main keywords in it, the name of your business, geographic location if relevant, and a couple of action words that people would be searching
<meta name="keywords" content="three, main, keywords, here, separated, by, commas, and some phrases, containing keywords, use keywords no more than 3 times here in total, mix Uppercase and lowercase, like So, Like so, as some spiders read upper and some lower and some all the same, 50 words in length">
<meta name="description" content="Put your keywords near the start of your description but make your description make sense and usually it should be around twice the length of your title but don't repeat the title here">
<meta name="robots" content="index,follow">
<meta name="distribution" content="global">
<meta name="revisit-after" content="28 days">
<META HTTP-EQUIV="imagetoolbar" CONTENT="no">
<META NAME="MSSmartTagsPreventParsing" content="TRUE">
The text on your page should have the keywords and phrases that you are targetting and have them at around 8-12% density. Adjust the meta tags on each page to target the relevant keywords. Is this rather tedious and time consuming? You betcha!
I use site solutions to help me out - they have a great free web site analyzer and a submission service that is the only one I trust and use. Check out the free site analyzer tool just below this line- it's very cool.
Free Site Analysis
Free Search Engine Checker
Free Meta Tag Generator
Free Search Engine Submissions