The white hat technique of search optimization revolves around the use of proper keywords at proper places. Keywords are ones, which can describe the nature of content. When the tracking software of search engines analyzes the page, it is the keywords which transfer the relevant information.
For example, if your webpage is about basketball, and you have not used basketball in prominent places, the search engine won’t be able to figure out the nature of content. Some of the most prominent places where you should place the keywords are the title of the webpage, headers and the early part of the article/content. It is also recommended to use the keywords throughout the text, but over usage can also backfire.
Other than the placement of the keywords, their selection is also a delicate issue. Considering our example of basketball, if the coverage is of a National Basketball Association game, then it is necessary to mention the league name (NBA), and the name of teams which are participating. If the game is between high profile teams, you can also mention the names of top players. The sole purpose of this technique is to ensure that the search engine analysis of your website becomes easier.
Another critical factor for increasing the ranking on SERPs is link analysis, which indicates the number of web pages that are linked to your page or site. Search engines, especially Google, give a lot of weightage to this feature, and if a number of other links of the relevant niche are linked to your page, your ranking on the SERP’s will go up automatically. This feature especially works wonders, if the attached links are having high SERPs.
The only point to be cautious about in this regard is to ensure that irrelevant pages are not linking to your website; otherwise the search engine will think that you are trying to cheat it.