PanPage has been designed to be search engine friendly out of the box. You don't have to juggle 'friendly URLs' or find plug-ins to help. In PanPage it's all right there at your finger tips as soon as you create a web page.
The process of making changes to your website to improve its performance in the search engines is known as Search Engine Optimisation, or SEO. Knowing a few basic SEO rules will help you as you edit your website pages.
Keywords are the words and phrases by which you want your website to be found in the search engines. You will probably have some fairly general keywords: 'Web Design' or 'Fabrication' for example, and some quite specific ones, like 'PHP Web Development' or "Stainless Steel Welding'.
There will be a lot of searches for the general terms, less for the more specific ones, so it's tempting to go for the high volume, general keywords. However marketing research shows that people use general keywords when first starting to search and hone their keywords as they narrow down the search to specific items they're looking for. The specific terms may get fewer searches but those using them are closer to making a decision and more likely to buy.
You will find it much easier to achieve good results for more specific, detailed keywords and adding a geographic region can also help. 'PHP Web Development Sheffield', or 'Stainless Steel Welding Sheffield', is even more likely to get you to page 1 as there is less competition.
As a rule you should choose one primary keyword/phrase for each page tho you can probably include a couple of less important terms too. Make a list of the keywords for each page and keep it to hand while you're writing your page text.
Although search engines are getting smarter they are still essentially dumb computer programs and don't know that cobblers and shoe repairers are the same thing. You should try to use exact search terms wherever you can, tho the major search engines will recognise that some word variants like photographer and photography are related.
Putting keywords in the right places on your website is known as 'on-page' SEO and will ensure you're listed correctly. The difference between a page 1 position and page 12 is usually down to back links: links FROM other websites TO yours, known as 'off-page' SEO. Basically the more back links you have the higher position you are likely to achieve tho, as ever, it's not quite that simple.
This page is concerned only with on-page SEO.
The aim of all the major search engines is to look at a web page just as a human visitor does. They attach more importance to big, bold words in headings than to smaller body text. There are still a few important places you MUST put keywords tho and not all of them are visible on your page...
The title tag is the most important piece of text on the page as far as search engines are concerned tho it appears insignificant to human visitors - right at the top of the browser window (or inside the tabs in tabbed browsers). Google and Bing use the title as the big blue link that starts each search result.
Words at the beginning of the title are given more importance than those further on so start it with your primary keyword and put your company name at the end.
The page's description often appears below the big blue link in search results and, as well as putting keywords in there you should regard it as your first chance to sell your site to searchers. A snappy, well written description can make the difference between a searcher looking at your site or moving on down to the next one!
Web pages, like word processor documents, have several levels of headings and keywords in a Heading1 have more importance than those in a Heading2 or Heading3. All headings are considered more important than body text tho so use proper headings, not just a big, bold font!
Place keywords in your body text from 2 or 3 times in a short page up to perhaps 5 or 6 times in a longer page. Once near the beginning, once near the end and several times in between. Don't be tempted to fill your page with repeated keywords tho - too many occurrences will get your page penalised rather than promoted.
Also known as 'alt text', the image description is intended to help screen readers describe an image to blind or partially sighted visitors. Since search engines can't directly interpret images they too rely on the alt text. Use keywords in your image descriptions but bear in mind blind visitors too and ensure your description is relevant and makes sense!
Most people who look into building a website discover the keywords meta tag, designed originally to let search engines know what the page was about. Over the years this suffered so much abuse that the major search engines no longer rely on it. Google ignores it completely and Bing attaches little if any weight to it, some say uses it only for spam detection!
Consensus is that those search engines that still use the keywords meta tag do so only as an indication of what to expect on the page. Many webmasters liken it to a good luck charm - they know it doesn't work but they still use it anyway! If you do use it, make sure that the keywords you put there also appear elsewhere on the page - as above.