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The startling FACTS about
Internet Marketing
Creating Keyword Rich Pages
By Sumantra Roy
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.
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 mind."
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 the keyword.
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 targeting.
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 follow:
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 the bottom.
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 long paragraphs.
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. In case you don't want to create your own image, I have created a
sample transparent gif image for you - you can get it from here.
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 ever!
--------------------------------------------------------------------------------
This article may be re-published as long as the following resource box is
included at the end of the article and as long as you link to the email address
and the URL mentioned in the resource box:
Article by Sumantra Roy. Sumantra is one of the most respected and recognized
search engine positioning specialists 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.999.99@optinpro.com or by going
to http://www.1stSearchRanking.com