Internal ranking factors are within your control. It is in your control because it is a part of your website. There are two areas of this equation that you can optimize. These are on-page, and on-site. The things that you can control on-page will be such things as keywords. The things that you can control on-site will be the things that you do to the website itself, such as navigation and HTML configuration.
There is so much to learn about Search Engine Optimization that it seems impossible for one person to know it all. What you must do is to concentrate on the most important factors. The most important factors will be those things that we know work for sure.
Using keywords in the URL is one of those important factors. You don’t necessarily need to have your keywords in your domain name, although it would be nice. Without a doubt you should have your keywords for each page after the base of the domain name.
You want to use keywords in the content of each of your web pages. This is how the Major Search Engines will determine what each web page focuses on. There is a fine balance in using keywords in the content of each page. If a single keyword or key phrase is used too many times, the search engines will view this as spamming. Keyword density should fall somewhere between 0.2% and 0.4%.
When using keyword phrases one should take into consideration keyword proximity. This refers to how close together the key words are to each other that you are trying to rank for. For example if you are trying to rank for that key phrase “dog training in Alabama”, you should try, if possible, to keep these words altogether.
Search engine optimization techniques are learned by the SEO community through testing. The major search engines do not make public their secrets. The SEO community has determined that the earlier your keyword or keyword phrase is found in the content the better. For example, if your keyword is “dog training in Alabama”, you should try to make sure that this keyword phrase appears once in the first sentence or paragraph of the content on the page. After that you will want to scatter your keyword around the page to equal a density of about 0.2% to 0.4%. it is also important to note that this keyword density should flow naturally within the content of the site.
When considering internal ranking factors, one should start with the most important factors that have been proven over time to work. This will insure that you are focusing your time in the best way possible in getting your domain ranked within the search engines