From a purist perspective, the most superior search engine optimisation technique revolves around the creation of a high priority keyword hit list and the subsequent generation of an optimised landing page for each individual term.
Webmasters are constantly encouraged to identify the search terms that they wish their website pages to be ranked for and to then prioritise these terms by balancing search volume with competition.
Let’s consider the following example: A spa in Dorset is anxious to be ranked for the terms “luxury spa dorset”, “spa treatments in dorset”, “spa hotel dorset” and “spa breaks dorset”.
The Webmaster will task himself with prioritising these keywords and then, in an ideal world, will set out to create four separate landing pages – each perfectly tuned to its own specific keyword.
However, where does this leave the fraught and hassled business owner who is trying desperately to carry out his own search engine optimisation around the day to day running of the business?
It would be naïve to presume that each Webmaster has the time to create an individual page for each of his key phrases – especially if the SEO hit list were to be larger than say, 15-20 keywords.
There are certainly a few short cuts that could be taken if you find yourself short of time. The first suggestion would be to divide your keywords into a high, medium and low priority list. The high priority keywords are those which simply MUST have their own landing pages – these are often the high intent keywords and the high traffic keywords.
Once these relevant pages have been created, it is possible to group together other medium priority keywords into the same page. These can be included as subgroups in the H tags as well as scattered throughout the body of the page text. For example, a high priority keyword may be “Luxury Spa Dorset” but you may also want to optimise for the medium priority term “spa dorset” – the search engines will recognise “spa dorset” as a subgroup of the term “luxury spa dorset” and the page will be regarded as having relevance to both.
Furthermore, while search engines only display 70 or so characters of the highly important title tag, they will actually index much longer titles so why not include some of your medium or low priority keywords in a slightly longer title? It is of paramount importance that you ensure the first 70 characters of this title make perfect sense though as this is the snippet that will be visible on the search engine pages.
These are just a few suggestions for Webmasters who have very little time to dedicate to their own search engine optimisation. It is very important to stress that the best search engine optimisation does indeed take time and wherever possible, it is absolutely crucial to create a hub of individual pages on your site which are based around single keywords or phrases.
Are you short of time? Speak to us at Intergage, a digital marketing agency based in Poole and see how we can help with your search engine optimisation today – either through a one to one consultation, on-going training or as a completely outsourced solution to your Web marketing. Call us today on 0845 456 1022.
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