To create an optimized web store, you need to have your basics right, which include getting a domain name of your choice, designing a logo, building a website with a theme that matches that logo and most importantly, outlining the number of pages and writing appropriate content. Keywords should never be used to try to trick or mislead human beings or Google spiders.. This means using keywords that do not exactly describe the contents of your page, repeating a keyword over and over in a way that in not natural (known as “keyword stuffing”) or using any other black hat SEO tactics (like keywords in a white font on a white background) are all off limits. With website analytics, you can hone in on your audience, identifying things like their interests, demographics, language, locations and behaviors. Understanding these elements can help you improve your website content. A site can never have enough content. There is always an opportunity to create new pieces of content, and the newness – or ‘freshness’ – of content is also one of Google’s ranking signals. If they’recloaking information, are they who they say they are?