Page titles: titles are the most important element in page topic relevance; they also have another important role in the web interface—the page title becomes the text of bookmarks users make for your page
Major headings at the top of the page (, , and so on)
The first several content paragraphs of the page
The text of links to other pages: link text tells a search engine that the linked words are important; “Click here” gives no information about the destination content, is a poor practice for markup and universal usability, and contributes nothing to the topical information of the page
The alternate text for any relevant images on the page: accurate, carefully crafted alternate text for images is essential to universal usability and is also important if you want your images to appear in image search results such as Google Images and Yahoo! Images; the alternate text of the image link is the primary way search engines judge the topical relevance of an image
The html file name and the names of directories in your site: for example, the ideal name for a page on Bengal tigers is “bengal-tigers.html”