The purpose of the optimization 
is to increase visits and rank higher position between the results found.
Web site found on the first pages of the search engines gets 80% of the clicks, on the other hand, pages found on second page get almost 20% of all clicks.
Position in the search engines tells us two things. The first thing is what we say about ourselves, second is what others say about us.
The biggest effect on the optimization of keywords:
- the title of the browser or the “title”,
- the main title and subtitles or H1, H2, H3, …
- text that contains enhanced text or “bold”, lists, graphics elements (using the ALT attribute)
- building name links
- links to other resources.
It is necessary to take into account also the META tags. Especially the“KEYWORDS” and “DESCRIPTION”.
To optimize the individual words is better to use descriptive links.Example: “search engine optimization” and not a link called “more”.
The website should also have three types of links. We know the internal, external-input and external – output.