The Path to Proper On-page Search Engine Optimization - Keyword Assignment...
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You have the right terms, but how are you going to use them? To begin, be sure that the keywords are mentioned in the content of your pages. If the pages don’t contain the targeted terms, the likelihood of being ranked is reduced and would require more linking. It’s actually very simple to assign the terms you choose from your keyword research to page content. Very specific terms should be integrated in the very specific product and service pages. The generic, broad terms should be assigned to the generic pages that aren’t as specific.
For example: “Oakley Backpack” and “Oakley Gear”. Ideally, you would assign the term “Oakley Backpack” to the Oakley Backpack product detail page as the primary keyword and use “Oakley Gear” as the secondary term. If there were more than one kind of backpack, then the name of a specific backpack should be used as the main term and Oakley Backpack as the secondary term. For the category page, a more generic page that mentions more similar items like duffle bags, suitcases, etc., “Oakley Gear“ would be the primary term and “Oakley Backpack”, the secondary term.
Be sure not to assign too many terms to a page. Two to three terms per page allows for a range of related topics. By assigning more terms, the page’s topic is multiplied and its theme is lost. But, if you assign too little, like a single term per page, you risk over optimizing the page, and being removed by SPAM filters.
To be even more effective, keyword assignments should follow the theme of your site. Beginning at the home page, create consistent subject matter and increase the focus as a user moves deeper into the site. For example, category pages should not mention other categories. They should focus only on it’s specific category.Product and service pages should be even more focused, referring only to a particular product or service.