Search Engine Optimization. In a nutshell you should look for the keywords with the lowest supply and highest demand before creating pages.
I am confident your search engine positioning will increase with some research like a keyword assessment by targeting your most popular and least competitive keywords.
Supply (Competitiveness) - the number of sites which a search engine (e.g. Altavista, Google, etc.) displays when you search for that keyword using exact match search, that is with "quotes" surrounding the term. Rather than those web sites returned when entering the phrase only partially, that is without quotes.
Demand (Popularity) - The demand figured is the number of views in a month for that particular phrase as calculated by the Overture Suggestion Tool.
Pick Your Target Keywords
How do you think people will search for your web page? The words you imagine them typing into the search box are your target keywords.
For example, say you have a page devoted to marine engines. Anytime someone types "marine engines," you want your page to be in the top ten results. Then those are your target keywords for that page.
Each page in your web site will have different target keywords that reflect the page's content. For example, say you have another page about the history of engines. Then "engine history" might be your keywords for that page.
Your target keywords should always be at least two or more words long. Usually, too many sites will be relevant for a single word, such as "engines." This "competition" means your odds of success are lower. Don't waste your time fighting the odds. Pick phrases of two or more words, and you'll have a better shot at success.
Position Your Keywords
Make sure your target keywords appear in the crucial locations on your web pages. The page's HTML title tag is most important. Failure to put target keywords in the title tag is the main reason why perfectly relevant web pages may be poorly ranked. More about the title tag can be found on the How HTML Meta Tags Work page.
Search engines also like pages where keywords appear "high" on the page, as described more fully on the Search Engine Ranking page. To accommodate them, use your target keywords for your page headline, if possible. Have them also appear in the first paragraphs of your web page.
Have Relevant Content
Changing your page titles is not necessarily going to help your page do well for your target keywords if the page has nothing to do with the topic. Your keywords need to be reflected in the page's content.
In particular, that means you need HTML text on your page. Sometimes sites present large sections of copy via graphics. It looks pretty, but search engines can't read those graphics. That means they miss out on text that might make your site more relevant. Some of the search engines will index ALT text and comment information. But to be safe, use HTML text whenever possible. Some of your human visitors will appreciate it, also.
Be sure that your HTML text is "visible." Some designers try to spam search engines by repeating keywords in a tiny font or in the same color at the background color to make the text invisible to browsers. Search engines are catching on to these and other tricks. Expect that if the text is not visible in a browser, then it may not be indexed by a search engine.
Avoid Search Engine Stumbling Blocks
Some search engines see the web the way someone using a very old browser might. They may not read image maps. They may not read frames. You need to anticipate these problems, or a search engine may not index any or all your web pages.
Have HTML links
Often, designers create only image map links from the home page to inside pages. A search engine that can't follow these links won't be able to get "inside" the site. Unfortunately, the most descriptive, relevant pages are often inside pages rather than the home page.
Solve this problem by adding some HTML hyperlinks to the home page that lead to major inside pages or sections of your web site. This is something that will help some of your human visitors, also. Put them down at the bottom of the page. The search engine will find them and follow them.
Also consider making a site map page with text links to everything in your web site. You can submit this page, which will help the search engines locate pages within your web site.
Finally, be sure you do a good job of linking internally between your pages. If you naturally point to different pages from within your site, you increase the odds that search engines will follow links and find more of your web site.
Frames can kill
Some of the major search engines cannot follow frame links. Make sure there is an alternative method for them to enter and index your site, either through meta tags or smart design.
Every major search engine uses link analysis as part of their ranking algorithms. This is done because its very difficult for webmasters to "fake" good links, in the way they might try to spam search engines by manipulating the words on their web pages. As a result, link analysis gives search engines a useful means of determining which pages are good for particular topics.
Just Say No To Search Engine Spamming
For one thing, spamming doesn't always work with search engines. It can also backfire. Search engines may detect your spamming attempt and penalize or ban your page from their listings.
Also, search engine spamming attempts usually center around being top ranked for extremely popular keywords. You can try and fight that battle against other sites, but then be prepared to spend a lot of time each week, if not each day, defending your ranking. That effort usually would be better spent on networking and alternative forms of publicity.
If those practical reasons aren't enough, how about some ethical ones? The content of most web pages ought to be enough for search engines to determine relevancy without webmasters having to resort to repeating keywords for no reason other than to try and "beat" other web pages. The stakes will simply keep rising, and users will also begin to hate sites that undertake these measures.
Consider search engine spamming against spam mail. No one likes spam mail, and sites that use spam mail services often face a backlash from those on the receiving end. Sites that spam search engines degrade the value of search engine listings. As the problem grows, these sites may face the same backlash that spam mail generates.
Submit Your Key Pages
Most search engines will index the other pages from your web site by following links from a page you submit to them. But sometimes they miss, so it's good to submit the top two or three pages that best summarize your web site.
Don't trust the submission process to automated programs and services. Some of them are excellent, but the major search engines are too important. There aren't that many, so submit manually, so that you can see if there are any problems reported.
Also, don't bother submitting more than the top two or three pages. It doesn't speed up the process. Submitting alternative pages is only insurance. In case the search engine has trouble reaching one of the pages, you've covered yourself by giving it another page from which to begin its crawl of your site.
Be patient. It can take up to a month to two months for your "non-submitted" pages to appear in a search engine, and some search engines may not list every page from your site.
Verify And Maintain Your Listing
Check on your pages and ensure they get listed, in the ways described on the Check URL page. Once your pages are listed in a search engine, monitor your listing every week or two to ensure that your search engine optimization strategy is working. Strange things happen. Pages disappear from catalogs. Links go screwy. Watch for trouble, and resubmit if you spot anything in error.