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HTML Code Optimization

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Source code optimization for search engines is a process of strategically positioning a set of predefined keywords into specific parts of the page's source code that are highly valued by search engines, so that search engines will see that this page should appear in search results for these keywords.

Source Code Optimization

Following is a list (by order of importance as we see it) of the locations where keywords should be placed:

Page Header


    • The most important place for main keywords
    • Maximum of 60 letters
    • Main keywords should be focused within the first 35-37 characters
    • Opinions vary regarding repeating the keywords
    • It is important that each page will have it's own unique title (no duplicates)
Secondary Headers(Hx)
    • Use the H1 header once at the top of the page
    • Use H2 headers throughout the page
    • You should (and can) change the style for various headers using CSS
Font Enhancements(B/I/U)
    • Using each of the enhancement options at least once
    • Use the enhancemebt options once on each major keyword for the page
    • The Bold enhancement is the most effective
    • Outgoing links to related authoritative websites
    • Incoming links that contain the keywords in the anchor text
    • For graphic links (images), you must include the "alt" tag
    • Keep it to less than a 100 outgoing links per page /li>
    • Especially relevant when keywords are in English
    • Keywords should appear in the page's file name
    • Keywords should appear in the name of the folder where the page is located
    • Keywords in the domain name
    • Separating keywords in the domain name with the "-" symbol
    • Not more than one "-" symbol in the domain name
    • Do not place the same keywords twice (keywords that repeat in the folder name and the file name)
Body Text
    • Focus on density, order, proximity and prominence (see below)
    • At least 100 words per page
    • Thumb rule - body text should outweigh the source code
    • Update regularly - even small changes
    • Beware of repeating the same keywords successively.
Meta Tags
    • Today meta tags are almost out of use with search engines
    • Google sometimes uses the description tag for the snippet from the

    website in the search results, when the search term appears in the

    website description. Lately (May 2005), it has used it more and more

    • You should still use the keywords tag - just in case
    • Try not to use duplicate keywords and keywords that do not appear in the body text

Make sure that the keywords appear at least once in each of the elements listed above. However, you should avoid over stuffing the source code with keywords, since this action may be deemed improper by search engines, and will result in penalties. The problem is that the border between what is allowed and what is regarded as over-optimization is not clear.

Content Optimization

The number of times a keyword appears in the body text affects three main factors:

Keyword Density

Density is the result you get when you count the number of times a certain keyword appears in the various page elements, and divide it by the total number of words per page. The popular opinion is that a density of 5%-7% (meaning 5-7 repetitions of the word for every 100 words on the page) is the optimal one. A higher density might activate the Spam Filter, which may push the page lower in search engine results.

Proximity and Order

In a case of a key phrase (a combination of more than one keyword), there is high importance for the words to appear as adjacent to each other as possible. They should also appear in the correct order.


The closer the keywords are located to the top part of a page, the higher their importance will be. In addition, it is important for the keywords to appear in the first part of the various tags (title, Hx, etc). You should also make sure that the keywords or key phrases appears at least once in the middle part and the last part of the text.

There are many tools for measuring the density, proximity and prominence of keywords throughout the text, but most of them do not support Hebrew. Below is a link to a tool that supports Hebrew well:

Webpage optimization level measuring tool:

Internet Business Promoter


Webpage optimization should be performed for a limited number of keywords, preferably no more than three keywords or three key phrases per page. When you try to promote too many words or phrases, you may receive just the opposite result. This is especially important when optimizing your homepage, since there is a tendency to try to optimize it for all the keywords that match the site.


For a detailed description, please refer to the PageRank Optimization Article.

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