This chapter discusses the use of HTML syntax to optimize the text on a web page. Already in The Anatomy of a Large-Scale Hypertextual Web Search Engine greater importance are excellent words separately metered and Google has continually evolved since that time.

Validity

It is irrelevant to the ranking, if a website is the W3C validation criteria or not.

HTML markup

HTML offers a wealth of opportunities to distinguish a text semantically. These include, for example, headings, lists, and bold or italic text passages. This award is a weighting of different keywords are induced.

Multimedia content

Images, videos and music, for example, fall into the category of multimedia. There are partially own search for this content. Besides optimizing for these there is also the theory that the use of images also have a positive impact on the organic search results has.