Search Engine Optimisation - golden rule 1

Golden Rule 1 for Search Engine Optimisation:

Make sure you optimise each page on your site individually.

It's a common mistake to talk about optimising a website but in effect you optimise each page on the site. So ensure your site is structured so that each page is focussed on one thing (or two at the most).

So if you sell Apples then a page that concentrated on the benefits of selling Apples makes a lot of sense to the customer and the search engines.

The Search Engines like things to be simple (and so do your human readers) so a page for each of your core products or services is an essential first step in a highly optimised website.