Email Marketing and Text SMS Marketing-Search Engine Optimization-Integrating Keywords into Your Content

The first step in planning a new site or evaluating an existing site involves mapping your identified keywords into the content of specific pages on your site. To do this, first try to understand what the expectations a user will have when entering the particular search term. They may be looking for answers to a question ("repair rip in rug"), comparing different products or services ("best horse blankets"), or actually looking to buy ("cheap, extra large horse rug").

Once you have identified the expectations of your users, you need to decide what type of page to present them. There are basically five typical web pages:

1) Information pages are educational, answering a question or providing insight on a particular topic. Where you're selling a product or service they may act as an extension of your commercial site, attracting targeted traffic through free content, then funneling it through to your products or services. A user might land here after searching on how to "repair a rip in a horse rug"--then be drawn to your advertisement for new rugs. Some searchers may have irreparable rugs, so it's the perfect time to sell them one.

2) Summary pages contain links to collated information. A summary page might be a list of particular products, or links to categorized information pages. You may want to optimize your summary page so that it contains less specific search terms. For example, a searcher who enters the phrase "horse rugs for sale" would be well served by a summary page with options like style, color, or size.

3) Product pages are the sales pages for individual products or services. You would match these types of pages with customers who are ready to buy using specific search terms. For example, a searcher looking for a "blue, extra-large woollen horse blanket" would be best served by arriving on the appropriate product page--because clearly they're already sure of what they want to purchase.

4) Generic pages are typical to most web sites. These include contact details, FAQs, technical assistance (for a product), and so on. Generic pages can often generate the most traffic. They are put up on a web site to help support a product but, with the right keywords, can be quite good at attracting search engine users.

5) A homepage is the top level of a website. It contains links and pathways to other areas of the site. Homepages should be used for more generic search terms, as specific search expectations are harder to gauge for this type of page. You only have one homepage, so choose your homepage keywords wisely.

You'll find that most of the time, the most useful page for a visitor will be an informational page. However, your most profitable pages will be your product pages. If your product or service can dominate the results in ready to buy keywords, you'll see a dramatic improvement in your online sales. Attracting ten visitors to your site who are ready to part with $100 for your product is worth much more than 1,000 visitors who are just browsing.

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