Headings and titles

Most people scan the page and make decisions based on headings. Make them active and descriptive.

Find the right keywords

Ask co-workers what keywords they would expect to use. Ask end users. What you're calling the subject of your page might not be what your users are calling it. While your online site may use a full-text search, some systems have special matching rules.

Optimize the content

Once you know the most popular keywords, incorporate them in:

Titles
Headings
Introductions and summaries
Chapter and section titles
Metadata descriptions