What Does Google Want? - Links and Lists
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The most popular pages often have the same elements in common. All the sites listed among your Google results will feature the key words and phrases you type into the search string -- all of them. Everyone has the same words to work with, but Google searches your site for more than text.
Links, in the form of navigation toolbars or links embedded within content, are always present on popular pages. Topic pages which offer a list of articles (and corresponding links), as well as pages featuring full content text, can be equally popular in the eyes of Google. You should include navigational links on every page of your site as a matter of course for your users, but handily Google likes links too. Don’t be afraid to create large groupings of links, as this won’t deter Google.
Headlines
Though it is the all-important housing unit of your keywords, content can be pretty plain and boring. Always give your content a main headline as well as subtitles. This serves to break up the plain look of text and helps categorize your content into smaller topics, all of which make your content more readable.
Headlines serve a much more important use, however, when it comes to Google. The search engine scans headlines for keywords and assigns a higher ranking to sites which feature keyword-rich headlines. When your content appears in short, condensed bits of information (all infused with keywords, of course), you force Google to pay more attention.
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