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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 http://www.utoronto.ca/webdocs/HTMLdocs/NewHTML/htmlindex.html
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.
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 to Australia".
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. The tool is available
at Submit
Your URL Here FREE
http://www.1stSearchRanking.com/t.cgi?5215&submission.htm
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 search
engine positioning specialists on the Internet.
To
have Sumantra's company place your site at the top of the
search engines, go to 1st Search Ranking
http://www.1stSearchRanking.com/t.cgi?5215
For
more advice on how you can take your web site to the top of
the search engines, subscribe to his FREE
newsletter by going to
1st
Search Ranking Newsletter
http://www.1stSearchRanking.com/t.cgi?5215&newsletter.htm
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Creating
Keyword Rich Pages