Targeting your keywords and phrases to your web pages

You should by now have a list of keyword phrases that you are targeting. If you used the wordtracker keyword research tool you will have found that it gives you a KEI score to each of the phrases. This is a score calculated by the number of searches that are made for a certain phrase against the amount of pages competing for that phrase. If a phrase has a high KEI score the phrase is a popular search term that has not got much competition which is good- this is known as a keyword niche. If, however, the score is low it means that it would be more difficult to compete for a phrase than it is worth since not that many people search for it anyway and so your time and effort is better spent on another phrase. This is a rough guide and you will have to apply your own judgement to how important the phrase is to you but it does give a good indication as to the sort of phrases that will likely get you the best results.

Put the phrases in order of preference and count the number of individual pages on your website. Each page on your site should target one particular keyword phrase; very similar phrases may be combined if one phrase encapsulates another (eg. "Isle of Wight cat food" encapsulates "Isle of Wight cat"). You should try to assign the phrases to the most relevant page you have on that subject within your site. Notice that when you search you often get a page inside a website on the search results rather than the home page of that site- people that click this link are taken directly to the page most relevant rather than the site in general. You must think of your site in terms of individual pages rather that a website as a whole. Lets go back to the example we used in the previous section, Adam's Camp and Caravan Site.

Suppose the camp site website has seven pages as follows:
Home page - main page of the site which introduces the camp site
Camping index - an index page for camping
Caravan index - an index page for caravaning
Camp Site facilities - description of all the facilities for campers
Booking Page - page to book for camping or caravan space
Location - how to get to the site by car, bus, foot etc. including maps and local transport links
Contact details - a page with contact details including address, phones number and email address

After running some phrases through wordtracker we got the following results which can be seen here. The contact page can be a page to target "Adam's Camp and Caravan Site" since people searching for the shop by name are more likely to just want the phone number or email address. We decide to target the following phrases to the other pages on the site:

Home page - "Isle of Wight holidays in the iow" encapsulating "Isle of Wight", "Isle of Wight holidays", "holidays in the iow"
Camping index - "Isle of Wight campsites in iow" encapsulating "Isle of Wight", "Isle of Wight campsites" and "campsites in iow"
Caravan index - "Isle of Wight caravaning"
Camp Site facilities - "Isle of Wight camping in iow" encapsulating "Isle of Wight", "Isle of Wight camping" and "camping in iow"
Booking Page - "campsite booking on isle of wight"
Location - "family camping on isle of wight"
Contact details - a page with contact details including address, phones number and email address

You can see from carefully selecting search phrases you can encapsulate many more whilst still maintaining one search phrase per page. Before moving on, it is normally a good idea to rename the file names of the pages to reflect the search page unless your site is already established- do not change the file names unless it is a new site!

index.html - this will always be index since it is the home page of the site
campsites-in-iow.html - to not look too contrived I have left the initial Isle of Wight off here but it will be present in other aspects of the page
isle-of-wight-caravaning.html - exact phrase match
camping-in-iow.html - to not look too contrived I have left the initial Isle of Wight off here but it will be present in other aspects of the page
campsite-booking-on-isle-of-wight.html - exact phrase match
family-camping-on-isle-of-wight.html - exact phrase match
adams-camp-and-caravan-site.html - the page targeted at the company name

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targeting your keywords

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