So you've optimized your site and it still isn't appearing among any of the top ranks. What are you missing? While there's no secret formula for SEO, there are several factors that can impact its effectiveness. The first is research. You can't properly optimize your site until you identify the phrases people are actually searching for. Plus, keyword popularity is constantly changing, so the phrases you target should be re-assessed regularly. Meta tags are another consideration. Be sure to incorporate keywords into title tags instead of just repeating the page name. As for description tags, avoid using the same one over and over ... tailor these to individual page content. On-page optimization is a biggie, too. Make sure the phrases you target appear in body copy, but don't overdo it! Bottom line: your SEO strategy will be much more effective if you're targeting the right keywords and putting them in the right places.