10. Optimize each page of your website for a particular keyword or search phrase.

How it works: Search engine spiders tend to be literal and, until recent developments, linear in their approach. You have to spoonfeed them as to where to go on your site and suggest what keywords to pick up. This makes for a more ‘directed’ system.

Pro: Free. Relatively straightforward.

Con: You need to expend some time and effort to find the right keywords for each section. Competitor analysis helps a lot but in order to beat your competition you have to find the right combination of keywords and subkeywords that have less competition from which you can build a backlink critical mass. This can lift your rankings for more competitive keywords.