When a user searches for a topic on Google, he/she is most likely looking for a specific page on your website. By incorporating search terms, your page will be better organized for the search engines and visitors. In addition to incorporating relevant keywords, you should use XML sitemaps to ensure that search engines can crawl and index your entire site. Ultimately, you want to satisfy your users while increasing your ranking on Google.
The process of search engine optimization involves optimizing the content of a website so that it is optimized for the most popular search engines in the target market. While there are hundreds of different SEO techniques, most of them are tailored to the market share of each search engine. In 2006, Google was the world’s leading search engine with 77.5% of all searches. As of June 2008, Google had close to 90% of the market in the UK and 85% in Germany.