Creating Keyword Rich Pages For The Search Engines
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. Should you create those
everybody-hates-it-but-everybody-does-it doorway pages?
Well, yes and no. Doorway pages are great in theory but can
be an administrative nightmare. Since each search engine
uses a different algorithm to rank pages, you will need to
create doorway pages for each keyword and for each search
engine. Since the search engines frequently change their
rankings, you'll need to constantly change those doorway
pages in order to ensure that they continue to obtain top
rankings. Furthermore, if you are targeting a reasonably
high number of keywords, you can easily bank on creating
hundreds of such doorway pages. Can you imagine the sheer
administrative difficulty in keeping track of all these
pages? You'll soon be spending more time on search engine
optimization than on carrying on your normal business
The method that I recommend is two-fold. Initially, don't
worry about the differences in the algorithms between the
search engines. Just assume that all the search engines use
the same algorithm while determining the ranking of pages.
At this stage, you should create what I prefer to call
"Keyword Rich Pages" (KRPs). Each of these KRPs are
optimized for one keyword and are intended to rank highly in
all the search engines. Once you have created these KRPs,
and once the search engines have spidered these pages, find
out which (if any) of the search engines have not given a
high rank to these KRPs. If you have created the KRPs
properly, there shouldn't be too many such search engines.
Once you have determined the search engines which have not
ranked the KRPs properly, create doorway pages which are
optimized for these individual search engines. This method
allows you to get top rankings in all the search engines
by minimizing the number of pages that you have to create.
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 the following web 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 and should weave in the keyword one
more time in the middle or the end of the Title tag.
However, don't repeat the keyword more than two times in the
Title tag and don't repeat the keywords together either -
the search engines can penalize you for spamming if you do
so. 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 - Discover how you can travel to Australia for
only $x per day" where "x" is of course the money that a
traveler would need to spend per day if they used your
services. Have a look at the Title tag - it uses the keyword
right at the beginning and also repeats it in the middle.
Furthermore, it uses the word "Discover" - a word, which,
according to most copy-writing experts, is enough to attract
people to your site. Also, note how I mentioned the price
that the person needs to pay. Assuming that you are selling
a very reasonably priced item, it will create even more
interest in your site. (Of course, if you are selling a
premium product or service, then mentioning the price isn't
too bright an idea).
Another point to note is how I used different cases for the
word "travel". The first instance uses "T" in upper case
while the second instance uses "t" in lower case. Now, when
an user searches using all letters in lower case, the search
engines generally become case-insensitive. However, if the
user capitalizes even one letter, most search engines will
become case sensitive. Hence, in the way I formed the Title
tag, it takes care of three of the most likely ways in which
someone can search - "travel to australia", "Travel to Australia"
and "travel to Australia".
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. For instance, you may not always want to mention the
price if you feel that it will drive visitors off your site.
Instead of mentioning the price, you can mention a key
benefit that your product or service has. However, you
should follow all the general rules that I have outlined
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 is more or less the same
as those for the Title tag. However, the contents of this
tag will generally be longer than that of the Title. Here's
what I may have had in the Meta Description tag:
"Travel to Australia - We take care of all the details of
your trip so that you can travel to Australia with complete
peace of mind."
Note how this description repeats the keywords 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.
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 had
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 a 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
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 (like Northern Light) which give a lot of
emphasis on the keyword being present in the URL.
- 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.
- Ensure that each sentence or every other sentence that
you use contains 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. 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.
- 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.
- 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.
- 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.
- 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 short of or exceeds
this limit, don't worry too much - it's not that important.
Now that you have created the KRPs, how do you ensure that
they are spidered by the search engines? Do you simply
upload the KRPs to your server and then submit each of the
individual KRPs to the search engines? You can do that, but
you may get a higher ranking if you allow the search engines
to spider your pages by following links to them, rather than
by submitting them manually. Furthermore, the search engines
also 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 will
often recognize these pages as doorway pages and may
penalize 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 image which has the
same background color as the home page. 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, in the Alt
tag of this image, add the keyword that you are targeting
once. Furthermore, 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 image for you
with a white background - you can get it from
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,
submit your site to the search engines. Don't submit any of
the individual pages in your site - submit only the URL for
the home page of your site. While the search engines may
take a long time to spider all the internal pages if you
don't submit them individually, I would still recommend not
submitting them individually as this may get your KRPs a
higher ranking in the search engines.
Follow all the rules that I have outlined in this article
and you can soon see your search engine blues disappear for
About the author:
Article by Sumantra Roy. Sumantra is a search engine
positioning specialist. For free articles on search engine
placement, subscribe to his 1st Search Ranking Newsletter by
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