Every search engine optimization expert uses his own unique set of theories and experience to get the best results for optimization. There are as many opinions as the number of search engine optimization experts out there. But there are certain established principles, for which there is general consensus. Some of these principles are:

Key word analysis

Key word analysis is normally accepted as the first and foremost principle in the SEO. One normally finds a keyword or a subset of keywords related to the theme of the website. Related keywords help cover the spread of the search in the search engines.

Optimize home page

Home page is one of the most important pages in the web site, so care should be taken to optimized it for most important keywords related to the web site. Emphasis of content on the home page should be general, and it should be organized around a small set of key words.

Use specific keywords on the internal pages

Creation of internal pages of the web site should be focused around specific keywords. These keywords should be related to those represented on the home page. Each of these internal pages must focus on a set of keywords, narrow in scope but related to key word on the home or main page of the web site.

Make use of links of the navigation bar

Simple navigation tools like navigation bar should be used to link the pages. The links provided by these navigational tools are important for navigation purpose as well as search engine optimization purpose. These links are seen as inbound links and very important in the eyes of a search engine.