As search engine optimisation becomes a more popular pastime people feel they need to employ unnatural tactics in an attempt to get their pages highly ranked.
Common practices include.
Filling meta tags with long strings of keywords.
Copying content from other websites.
Adding as many page relevant keywords as possible to the main body.
Adding a footer that contains multiple strings of keywords.
By employing any of these tactics the chances of a website ranking highly are remote.
So how do we create natural web pages, ones that are natural, rank highly and convert with ease.
To start with we need to consider what keywords each page of a website targets, these can be obtained by using Google's Keyword tool then checking this data against how many pages are targeting the keywords.
The optimum is to find terms that are heavily used with limited competition.
Other things you should do.
Utilise search engine friendly URL's.
Add the page relevant keywords to the page heading (h1) making sure the heading is semantically accurate and appealing to the visitor.
Create quality unique content using page relevant keywords, keep the frequency below 5%.
Adding picture relevant alt tags, occasionally mentioning the page relevant keywords.
The art to producing good quality natural web pages is to target keywords in a discrete manner, the main aim should always be to provide the visitor with a good quality experience, search engines needs are secondary.
The final part of the process is to deep link build on a regular basis.
As you can see the production of good quality natural web pages that rank highly is a time consuming task, saying that in time the benefits are worthwhile.
Do not feel the need to cut corners by following the crowd.