Follow basic guidelines and you'll be ok.
- Images must have the keyword in file name, title and alt tag
- Content must be original
- No point in using the keywords field
- DO NOT spam, keywords should make up less than 2% of the total word count
- Use LSI keywords within the content
- One H1 tag per page
- As many H2 or H3 tags you need
- Fast loading website
- Fast hosting
- Use a Content Delivery Network
- Don't target high competition keywords
- Text must make up the vast majority of the page (minimum 400 words per page but go for around 800)
- No duplicate keywords
- No duplicate content on other pages
- Internal linking only to highly ranked pages (look at your analytics)
- At least one outgoing link to a high PR page
- Get an SSL certificate
If you want to rank locally then you are ok with this. I've had xara created websites rank #1 for low to medium competition keywords just by following these simple rules. BTW when it comes to speed, a static website like the ones xara creates will always be faster than a CMS as there is no dynamic content to load.
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