A primary goal of any ‘rank modification’ is not to flag your site as ‘suspicious’ to Google’s algorithms or their web spam team.
I would recommend you forget about tricks like links in H1 tags etc. or linking to the same page 3 times with different anchor text on one page.
Forget about ‘which is best’ when considering things you shouldn’t be wasting your time with.
Every element on a page is a benefit to you until you spam it.
Put a keyword in every tag and you will flag your site as ‘trying too hard’ if you haven’t got the link trust to cut it – and Google’s algorithms will go to work.
Spamming Google is often counter-productive over the long term.
- Don’t spam your anchor text link titles with the same keyword.
- Don’t spam your ALT Tags or any other tags either.
- Add your keywords intelligently.
- Try and make the site mostly for humans, not just search engines.
On Page SEO is not as simple as a checklist any more of keyword here, keyword there. Optimisers are up against lots of smart folk at the Googleplex – and they purposely make this practice difficult.
For those who need a checklist, this is the sort of one that gets me results;
- Do keyword research
- Identify valuable searcher intent opportunities
- Identify the audience & the reason for your page
- Write utilitarian copy – be useful. Use related terms in your content. Use plurals. Use words with searcher intent like buy, compare. I like to get a keyword or related term in every paragraph.
- Use emphasis sparingly to emphasise the important points in the page whether they are your keywords are not
- Pick an intelligent Page Title with your keyword in it
- Write an intelligent meta description, repeating it on the page
- Add an image with user-centric ALT attribute text
- Link to related pages on your site within the text
- Link to related pages on other sites
- Your page should have a simple Google friendly URL
- Keep it simple
- Share it and pimp it
You can forget about just about everything else.