If the search engines are looking at onsite factors at all (which they are) and looking for relevancy then it naturally follows that there is a percentage of your content that can consist of the targeted keywords and indicate to the engines that your site is relevant for a given phrase.

That said, and like the titles, it is not about cramming in keywords anywhere to boost the density in your Home Business Start site's content. Using a KDA tool to find the optimal density for your industry will give you a good idea of any content changes you may need to make.

From here you will want to look at two additional areas of your competitors sites. One which you can get from an advances KDA tool and the other you can get right from the engines themselves. Which brings us to

Special formats and positioning.

Special formats will be considered content elements such as bold, colors, anchor text, or any other content characteristics that sets specific text out as different when a search engine is spidering your Home Business Start site.

Positioning refers to the position of the keywords in relation to the entire content on a given page. Aside from this type of positioning there is also the consideration of how the content and keywords are positioned relative to the code of the page (and sometimes these can be two very different things).

Special formats such as bold, colors, italics, highlights, etc. set specific content aside as more important than the rest.

The use of these formats, provided that it is done correctly, can not only help improve that rankings of your Home Business Start website for specific phrases but can also enhance the usability of your website in general by drawing the human eye to key content.

This is not to say that you should bold, highlight and color every instance of your targeted phrase but rather use these elements to draw the eye to the key content you are most interested in getting read.

With positioning the job is a bit more difficult to assess. One of the best ways to quickly isolate how your competitors have used special formats and where they have positioned there keywords in relation to the entire page is to simply run a search for the phrases on Google and view the cache of the page.

The keywords will be highlighted in a variety of colors and will allow you to quickly glance through their page and isolate what special elements they are using and where they have positioned their keywords on the page. You will want to do this for the top 10 competitors.

Conclusion.

As with any competition, if you understand what those who have what you want are doing it becomes a matter of doing the same and then adding 10% to your efforts.

In the case of onsite optimization you'll simply want to duplicate the best of the top ten, in part two on external factors you will be doing the 10% more.

This is the truly incredible aspect of what a good SEO tool can do. A good SEO tool will spider the links of the top rankings sites for your phrase and provide a detailed list of your major competitors' links...