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The content on your website's pages — the visitor-facing text — plays an important role in search engine optimization. Search engines might use snippets of text from your page if it doesn't contain a description tag, or in some situations the search engine might display page content that is more relevant to a user's search. See How Search Engines Use It for an example. In addition to being well-written and informative, your content should also: Use page keywords often. Be updated frequently (at least once every few weeks). Include between 300 and 700 words. Contain original material that isn't duplicated across multiple pages. Avoid long blocks of text (1-4 sentences per paragraph, ideally). Favor shorter sentences (10 words or fewer). Incorporate both bulleted (unordered) and numbered (ordered) lists, where appropriate. Also, it's always a good idea to check your text's spelling and grammar.
Navigation involves both external links to other websites and internal links to other pages within your site. Making your navigation SEO friendly ensures that search engine spiders will scan all of your pages. If a search engine can't find a particular page, no matter how optimized the page is, it won't be listed by search engines. Search engines can't read Flash® or JavaScript® navigation, so avoid using it. Also, many search engines won't crawl more than 150 links on a particular page. Always format your anchor tags correctly and try to use keywords in your anchor text when possible. NOTE: Some search engines display links to additional pages below the first listing. The links are to pages the search engine determines to be most relevant. You cannot guarantee which links display, but adding consistent navigation is a good way to help. In the example below, the search engine results display two relevant pages from the site's navigation — Contact Us and Register.