1. Determine all the keywords phrases that will yield traffic and keep that list in front of all staff.  Don’t think individual keyword, think keyword phrase.  Keep the list expanding over the life of the site and keep everyone up to speed on the list.
   
   
2. Distinguish the pages that are not keyword relevant, benign, or that are  low in ability to target a keyword phrase. For every page you create ask yourself, “Is this a page that has targeted keyword potential or not.” 
   
   By the way, much of a site will be these kinds of pages.  They are not “bad” pages, they are there for essential functions to make the site helpful to clients and customers.
   
   
3. All pages that are not keyword relevant, benign, or low in ability to target a keyword phrase, make sure they are linked to in some manner so the SE’s know about them, then avoid  linking to them as much as you link to the keyword relevant and keyword rich pages. 
   
   You want the SE’s to know these pages exist, but you don’t want to keep pointing to them because they dilute the indicating power to the SE on what you want them to focus on, rank you well for, and hence drive the traffic to you from.
   
   This means that some form of a java script that hides the links from the SE’s is important, especially when  you have thousands of pages on the site.  House.com is done in Cascading Style Sheets so it’s easy to put the java script in the CCS file.
   
   Even though you don’t have a keyword phrase emphasis on these pages, still have a Title and Meta Tags that focuses on a relevant keyword of your targeted keyword phrases.   Never have a page that doesn’t have a Title tag.
   
   
4. The keyword focused and keyword rich pages should have the following:

• Name the file in the targeted keyword phrase and try to have them no more than 2 levels down in a directory.
  
  
• Keyword phrase rich text targeting  a primary and secondary keyword phrase.  When possible have 150-250 words with 2.5-3% of the text in the keyword phrase.  Try to have a good percentage of all pages with unique content, not duplicating text in a high percentage.
  
  
• HTML Title and Meta Tags should focus on the targeted primary and secondary keyword phrase.
  
  
• Have keyword rich text links to these pages throughout the site whenever possible.  If the page is targeting the phrase [ Dallas real estate] then make the text link [ Dallas real estate] not Dallas .  The keyword rich text links are the essential gold in your strategy. 
  
  When possible, get other domains to link to your pages the same way.  If you develop pointer domains, link in this manner as much as possible.