Given the search engines favor the simplest Web pages, informational pages should be designed to contain only the bare minimum of HTML. Frames should be avoided at all cost, as should tables, though often tables are necessary to match the look and feel of the Web site in question. You can custom tailor the META tags, body copy, and everything else on the informational pages to gain an advantage for individual targeted keywords in any particular search engine. This is your chance to compose body copy that is about a particular topic and expand on that topic in such a way as to create a Web page that contains a good weight for that targeted keyword.
Try to fit other keywords into your sentences, but keep the primary emphasis of the page on a single topic. You will want to add links from that informational page to other pages of your Web site that discuss that topic, keyword, or phrase.
Generally speaking, without targeting a specific search engine, an informational page should include:
1) Between 250 to 1,000 words of legitimate body copy and/or navigational instructions
2) A Title tag that contains at least once occurrence of the targeted keyword or phrase
3) A description META tag that includes at least once occurrence of the targeted keyword or phrase
4) A headline that contains at least one occurrence of the targeted keyword or phrase
5) A keyword in an activated link
An informational page that your Web site hosts internally, or even one that is hosted externally should have links to it from the main Web site. The mistake many make when building informational pages is to make them exist as islands: Nothing links to them. They only link to destination pages.