A crawlable link structure is essential for search engines

Search engines are limited in how they crawl the web and interpret content. A page doesn't always look the same to you and me as it looks to a search engine.

Just as search engines need to see content in order to list pages in their massive keyword-based indexes, they also need to see links in order to find the content in the first place. A link structure — one that lets the crawlers browse the pathways of a website — is vital to them finding all the pages on a website. Hundreds of thousands of sites make the critical mistake of structuring their navigation in ways that search engines cannot access, hindering their ability to get pages listed in the search engines' indexes.

Great content, good keyword targeting, and smart marketing won't make any difference if the crawlers can't reach your pages in the first place

How to create a compelling title tag?

Link tags can contain images, text, or other objects, all of which provide a clickable area on the page that users can engage to move to another page. These links are the original navigational elements of the Internet – known as hyperlinks. The link referral location tells the browser (and the search engines) where the link points. The visible portion of the link for visitors, called anchor text, describes the page the link points to.

The title element of a page is meant to be an accurate, concise description of a page's content. It is critical to both user experience and search engine optimization.

As title tags are such an important part of search engine optimization, the best practices for title tag creation makes for terrific low-hanging SEO fruit.

Search engines display only the first 65-75 characters of a title tag in the search results. Place important keywords close to the front.

The closer to the start of the title tag your keywords are, the more helpful they'll be for ranking, and the more likely a user will be to click them in the search results.

End every title tag with a brand name mention, helping to increase brand awareness, and create a higher click-through rate for people who like and are familiar with a brand.

Title tags should be descriptive and readable. The title tag is a new visitor's first interaction with your brand and should convey the most positive impression possible. Creating a compelling title tag will help grab attention on the search results page, and attract more visitors to your site. This underscores that SEO is about not only optimization and strategic keyword usage, but the entire user experience.

The entire science of information retrieval is based on keywords

Keywords are fundamental to the search process. They are the building blocks of language and of search. In fact, the entire science of information retrieval (including web-based search engines like Google) is based on keywords. As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword-based indexes rather than storing 25 billion web pages all in one database. Millions and millions of smaller databases, each centered on a particular keyword term or phrase, allow the engines to retrieve the data they need in a mere fraction of a second.