Creating Keyword Rich Pages
Once you have established the
keywords for which you should optimize your site for the search engines, it is time to
figure out how you can get a high ranking in the search engines for those keywords. The
solution is to create Keyword Rich Pages (KRPs) - pages which provide good content and in
which a particular keyword is repeated a number of times so that the page gets a top
ranking for that keyword.
By Sumantra Roy
This article is focused on how
you should create these KRPs. I am assuming you have a working knowledge of the different
HTML tags like the Title tag, the Meta Description tag, the Meta Keywords tag, the Heading
tags, the Alt Tag etc. If you don't, just go to this site for a good introduction to such HTML tags.
Now, let us assume that your
company sells packaged tours to Australia, and that you are targeting the keyword
"travel to Australia". Here's how you create the KRPs:
The Title Tag:
The first and most important
tag to consider is the Title tag. You should always begin the Title tag with the keyword
that you are targeting. Also remember that the search engines are going to display the
Title tag while they are displaying the results of a search. Hence, you need to make the
Title tag attractive to humans as well.
Here is one Title tag that I
may have used: "Travel to Australia and discover its scenic beauty". Have a look
at the Title tag - it uses the keyword right at the beginning and also tells people how
beautiful a place Australia is.
Of course, all Titles need not
be like the one I used. The Title that you use depends on the subject matter of your site.
However, you should follow all the general rules that I have outlined here.
Meta Description Tag:
The Meta Description tag is
used by many search engines to provide a short description of the page that is listed in
the search results. Hence, like the Title tag, it is important that the Meta Description
tag be keyword rich as well as attractive to humans.
The rules for the Meta
Description are more or less the same as those for the Title tag. However, the content of
this tag will generally be longer than that of the Title. Here's what I may have used in
the Meta Description tag:
"Travel to Australia - We
take care of all the details of your trip so that you can travel with complete peace of
Note how this description
repeats the keyword and also the benefit that it stresses - it says that the customer will
be able to travel without having to worry about the intricate details of the trip - you
will take care of them.
Meta Keywords Tag:
The Meta Keywords tag has
become less and less important as far as search engine optimization is concerned. In fact,
you can get top rankings without having anything in the Meta Keywords tag at all. However,
just to be on the safe side, you would want to include some keywords in the Meta Keywords
tag. You should also include some of the common upper/lower case variations of the
keyword. The rules for the Meta Keywords tag are pretty simple - don't repeat any keyword
in the Meta Keywords tag more than three times and don't repeat any keyword one after the
other. Here's what I may have used in the Meta Keywords tag:
"Travel to Australia,
tourism, travel to Australia, Down Under, TRAVEL TO AUSTRALIA"
Note how I have introduced
"tourism" and "Down Under" just to separate the different instances of
Body of the page:
Now we come to the actual body
of the page. Begin by getting hold of a nice (but not too large) picture which is
applicable for the page that you are creating. In the present case, I might include a
picture of the lotus shaped Sydney Opera House. Place this picture at the top of the page.
In the Alt tag for the picture, just mention your target keyword once, i.e. the Alt tag
would be "Travel to Australia". You can include other words in the Alt tag, but
it should start with the keyword you are targeting.
Once you've put up the
picture, it is time to create a Heading for your page. Use the H1 tag to do so. Again, in
the H1 tag, mention your target keyword once, i.e. like the Alt tag for the picture, the
H1 tag could be "Travel to Australia". Again, like the Alt tag, you can include
other words in the heading, but the heading should start with the keyword you are
Now it's time to create the
actual text of the page. The way you create the text of your page would depend largely on
what you want the visitor to do after reading this page. In some cases, you may simply
want the visitor to go to the home page or another specific page in your site after
reading this page. In this case, you should write the text in such a way that the visitor
is attracted to the page that you are targeting. You would also want to provide links to
the home page or the specific page that you are targeting at strategic places in the KRP.
Or, you may want the visitor to click on the link to an affiliate program that you are a
member of. In this case, you would stress the benefits that the visitor gets by purchasing
the product or service that the affiliate program is selling. You would also want to
provide links to the affiliate program at strategic places in the page and/or at the end
of the page. Whatever it is that you want your page to do, there are some general rules to
1) The first thing to remember
is that some search engines don't recognize the Meta Description tag. These search engines
will often simply take the first few lines of text in the body of your page and display
that as the description. Hence, you must ensure that the first few lines of text in your
page are attractive to human beings.
2) Ensure that as many
sentences as possible in the page contain your target keyword once. The keyword shouldn't
just be placed on an ad hoc basis - the way the keyword is placed in every sentence should
actually make grammatical sense and the repetition should be such that your human visitors
do not feel that you have deliberately repeated a particular phrase throughout the page.
This is not only important from the point of view of ensuring that your readers don't get
a bad impression of your site, but also from the point of view of search engine
optimization - the search engines may penalize your page for spamming if they find that
you have randomly repeated the keyword throughout the page. Also, while repeating the
keyword in the page, try to repeat the keyword once near the top of the page and once near
3) Make sure that your
paragraphs are not too long - each paragraph should be no more than 3 or 4 sentences long.
This is because people on the web simply don't have the time or the inclination to read
4) Try to ensure that the page
contains links to other pages with the keyword being present in the text under the link.
This can often lead to a higher ranking for your page.
5) If possible, link to other
pages which have the keyword in the file names. This can again lead to a higher ranking
for your page.
6) There is no hard and fast
rule regarding the total number of words that should be present in the KRPs. As a rule of
thumb, try to ensure that there are between 500-600 words. However, if the number of words
falls a bit short of or exceeds this limit, don't worry too much.
Once you have created the
page, ensure that the name of the file in which it is saved contains the keyword and that
the individual words of the keyword are separated by hyphens. In this case, the name of
the file would be travel-to-australia.html. This will get you a higher ranking in the few
search engines which give a lot of emphasis on the keyword being present in the file name.
Now that you have created the
KRP, you cannot simply upload it to your site and submit it to the search engines. This is
because the search engines take a rather dim view of pages which only contain outgoing
links to other pages but do not contain any incoming links from other pages. The search
engines may penalize sites which have such pages.
What you should do is to
provide a link to these KRPs from the home page of your site. Now, you don't want people
who are seeing the home page to actually follow these links to the KRPs - you only want
the search engines to follow these links. However, you can't create links with hidden text
(i.e. text with the same color as the background color) in your page since the search
engines will almost certainly penalize or even ban you for doing this.
What you should do is to
create a small transparent gif image. Then, name this image with the same file name as the
name of the KRP you have created. Hence, in this case, you should name the image
travel-to-australia.gif. Then, add this image to the end of the home page and have it link
to the KRP. Also, you should explicitly set the border of the image to 0 (add border =
"0" to the img tag of the image). Otherwise, when you get the image to link to
the KRP, a border may be visible.
That's it! When you want to
target another keyword, create another KRP for it, make a copy of the image that you
created for the first keyword, rename it to the file name of the new KRP, add the image to
the home page and then link it to the new KRP. Repeat this process for every keyword that
you are targeting. Once you have created all the KRPs and once you have got the home page
to link to each of them, upload all the KRPs and the gif images to your site, and submit
your home page and each of the KRPs to the search engines. When you are submitting these
pages, to be on the safe side, make sure that you submit no more than 1 page per day to
any search engine - otherwise, you run the risk of some search engines ignoring some of
the pages you have submitted.
Follow all the rules that I
have outlined in this article and you can soon see your search engine blues disappear for
Sumantra Roy is a search engine positioning specialist on the Internet. For more articles on search engine placement, subscribe to his 1st Search Ranking Newsletter by sending a blank email to mailto:1stSearchRanking.firstname.lastname@example.org or by going to http://www.1stSearchRanking.com
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