Web Site Promotion, Who Needs It? - Given the potential...
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Given the potential importance of ALT text, it is often misused for keyword stuffing in an attempt at better website promotion. From a usability standpoint, this isn't so great. If your keyword phrase will help explain the image, or at worst won't hurt the usability for those with text based browsers go ahead, but remember much of the on-page factors ranking is an attempt toward better usability.
Body text: Your body text is right up there in importance (perhaps most important) for both usability and web site promotion. Let's face it, if your copy is no good you may attract a visitor one time, but they certainly won't come back. Back to the engineers and their view of a web page: If you've ever read an academic paper, you know that often it seems quantity outweighs quality. As such, you're rewarded for having a lot to say on one page. Hopefully, if it's worth writing about it's worth writing several hundred words about. The other thing the engineers seem to believe is that if a key phrase is important to you, you'll repeat it a few times.
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