Search engines have become a core resource for individuals looking for a business, product, or service. Over the years, online search has reduced the need for traditional means of searching, such as yellow pages. Businesses no longer need to spend thousands of dollars on advertising in directories and magazines. Every business with a website has the potential to get found by more customers online through search engine optimization (SEO) and inbound marketing. In the history of search engine optimization, the rank of a piece of content in search engine results has typically come down to two key drivers: relevancy and authority built through content on your website. When optimizing your content, focus your copy on specific keywords that match what people are searching for online. The first rule of on-page SEO is to think about what your target users might be searching for and make sure those keywords are on the page. This increases the likelihood of reaching those users as they go to Google, Bing or other search engines. The basic premise is that a page will show up in search engine results because the website has a page that mentions the searched for terms. Of course, many websites use the same keywords on the same page. Hundreds of tools are littered across the web that allow you to measure the keyword density of a page. Some of them teach that more is better. As a result, webmasters would crank out keyword-stuffed text that was not interesting and/or provided a horrible user experience. But rather than littering them throughout every aspect of your page, think about the value you want each page to provide, and which keywords match that value. And rather than repeating the same word over and over again, you should use a diverse set of related keywords to help you rank for a variety of long tail keywords. Meta tags are the official data tags for each web page that are found in-between the open and closing head tags in the HTML code. The most popular Meta tags are the title tag, meta description, and keyword tag. These tags alert search engines with relevant information describing the content of the page, which helps the search engines decide if your website is an appropriate listing in response to a particular search query. Meta descriptions are what appear on SERPs describing the content of the page being linked to. While these descriptions are not used by the search engines to determine rank, they are used by your visitors to determine how relevant your website is based on their search query. Think about when you search: You almost always read (or at least skim) the description of each link before deciding to click, right? Make sure you include your keywords and the main call-to-action right in this description.