1. Content Relevance – The most used phrase for Search Engine Optimization is ” Content is the King” . The keywords used in the pages should be relevant to the content in the page. If the content is not relevant search engines would not push it up in the searches as their job is to give the users most relevant results for their search queries.
2. Easy Navigability – The search engines all want sites that they ‘crawl’ to be easy to navigate, with proper site maps and logical navigation as well. Again, this makes it easier for human users to enjoy your site, so it is entirely logical.
As an example, it is usually suggested that you should have a site map on the homepage of your site and that it should be possible to reach every internal page from that site map
within no more than two or three clicks. On the other hand, your visitor should be able to return to the home page in one click from which ever internal page they visit.
3. Search Engine Algorithms – Different search engines have different focuses and criteria for ranking. Yahoo!, Bing and most of the other engines lay more emphasis on the on-page optimization while Google gives weightage to the external popularity of the site.
On-page factors includes coding practices as using H1 tags in the header, adding appropriate alt-img texts to every image and ensuring that each page has a URL that is relevant to the subject of that page.
It is necessary to undertake basic on-page optimization because it is in your control and also, doing so will generate some targeted traffic, and all targeted traffic is valuable.