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
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
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
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
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
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.
That's it! When you want to target another keyword, simply
create another KRP for it using the procedure outlined above.
After you have created the KRPs, you cannot simply upload them
to your site and submit them 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 need to do is to directly or indirectly link the KRPs
with your home page. If you are going to create many KRPs for
your site, it will be impractical to link the home page directly
with all the KRPs as this will needlessly clutter your home
page. Hence, what you should do is to create a separate page in
your site called a Sitemap page (name it something like
sitemap.html). Add links to all the KRPs from the Sitemap page.
The text that you use to link to a particular KRP should be the
same as the keyword that the KRP is being optimized for. Hence,
the link to the travel-to-australia.html file should say "Travel
Now, some search engines refuse to spider pages which only
contain links to other pages and nothing else. Hence, if the
Sitemap page only contains links to the KRPs but contains no
other content, the search engines may ignore this page. Hence,
what you can do is to add a short description of the content of
each of the KRPs after you have added a link to that KRP in the
Sitemap page. This ensures that the search engines will not
ignore this page.
After doing all this, simply link the home page of your site
with the Sitemap page using a text link. Then, submit your home
page, the Sitemap 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. You can
submit your site by going to the individual "Add URL" pages of
each engine. Or, in order to save time, you can use our free
submission tool which helps you submit your site manually to the
search engines, without having to go to the individual "Add URL"
pages of each engine.
Follow all the rules that I have outlined in this article and
you can soon see your search engine blues disappear for ever!
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
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