4.    Density



Keyword density is very important in overall Google search rankings, but the role density plays is not as clear now as it once was.  There used to be a magical number for keyword density that would practically guarantee top search result rankings, however, this is no longer true.  Now, the ultimate keyword density differs from industry to industry and phrase to phrase.  To discover the ideal density you should be striving for, use the top 20 or 30 search engine results on Google and see what percentage of keyword density other sites are using.  Often, the majority of these sites use a keyword density very similar to each other.  This is a good approximation of the average keyword density you should be aiming for.

5.    Text and Keyword Placement

Where you decide to place text and keywords on your site will help determine the overall significance of your target phrase.  Though you do not want to bombard the search engines and visitors on your site by smothering the pages of your website with your target phrase, do intersperse your phrase on your site as closely to the top of your pages as possible. 

6.    Synonyms

Make it a point to incorporate numerous synonyms for your target phrases on your site inside of the body of the text.  Google, especially, uses these synonyms to calculate the total relevance of your page for your target phrases, which then improves your odds of a higher search ranking.  One way of finding synonyms is to use a thesaurus, but the best way is to actually go straight to the source and search Google itself to find out, specifically, what it considers to be similar and synonymous.  To search for synonyms directly in Google, merely precede your target phrase with a tilde, for example "~cars".  After you hit "search", look through the results and notice any text Google decided to bold.  All those bolded words are what Google believes are related to your searched target phrase. 

7.    Keywords in Domain

It is still a guess on whether or not including your target phrase in your top level domain (TLD) is any use in search engine ranking results.