If you aren’t fully answering your search is intent you are missing out on a huge opportunity, many people target one keyword to one page, but to get true value you should be targeting other keywords around the same topic. In fact, I should be using the word key phrases not keywords.
To find out how to rank a page for multiple keywords and why the terms search ‘keywords’ is wrong, read on…
The key thing to ranking for multiple keywords
Your primary objective should be to include the key phrases you want to rank for on the page, of course you can always consider closely related terms, but in general it is better to use the exact words you want to rank for providing it is natural and not spammy.
Make sure your choice of keywords targets the users intent, you can find an article about this on Print4Hospitality.
Selecting the right key phrases to target
In this article we are assuming you already know what keywords you want to target. Therefore, we won’t cover finding keywords in detail in this article. But, your primary objective is to find keywords that are of an appropriate competition level (i.e. not too high relative to your site’s authority) and the key phrases must have some search volume and be relative to the action you want the customer to take.
How to optimise a page to target multiple keywords
Don’t make the mistake of over optimising, if the page is well laid out and the keyword is in the page at least once you will gain very little value by repeating the ‘key phrase’ multiple times. Additionally, beyond a certain point, potentially, you will damage your pages ability to rank for the keyword if Google thinks you are over optimising.
Make sure your key phrase is in the meta title
Remember your page title/meta title is different from your H1 tag, make sure your title is clear, punchy and descriptive.
The HTML code for the page title will look somting like this…
In WordPress it looks like this (and it will also be your H1)…
In Yost it looks like this…
Include the key phrase in an H tag
The title carries the most weight and is normally the H1 tag, although this isn’t always the case. Google, for instance, looks at the prominence of the title based on how it looks on the page from a user perspective. It is very unlikely they are directly using the HTML code to arbitrarily determine the headings hierarchy. Although it is always good practice to make sure your HTML code is laid out correctly, in the case of Google, they will normally be able to work out the hierarchy of the page for themselves without the need of having the HTML code hundred percent correct.
Include the key phrase in the body of the page
Depending on your content length include your keyword 1 to 3 times in the main body of your page. Generally speaking you want to keep the keyword density relatively low, in fact, including it more times will have very little effect, depending on the page content.
Also make sure the keyword is in the main body of the content, not just in a menu structure or sidebar.
Don’t just stuff the keywords in
Don’t just sprinkle your keywords over the page make sure they are relevant and in context. Also if possible, try to combine some of your keywords together. A good way to do it is to create a sentence out of your keywords, never just repeat your keywords with commas in between, it is ineffective and looks spammy.
Deciding whether you should use a single page or several pages
There are times when focusing different key phrases on different pages are worthwhile. This mainly occurs when a user search intent is different for each keyword.
What is the difference between a keyword and a key phrase
The term ‘keyword’ is a single word describing something, the term ‘key phrase’ is a short descriptive sentence that normally indicates user intent rather than just keywords.
The use of the term ‘keyword’ dates back to the very early days of search engines, you would pick words and put commas in between and insert them into the meta keywords tag. Quite simply when a user typed in words, the more matches that were found in the meta keywords tag the higher your page would rank! Unfortunately, spammers ruined it for everyone and very few if any search engines still use it.
Nowadays it’s all about searcher intent, that is what the person wants when they search for a term. You can check out an article on searcher intent here.
I prefer to use the word ‘key phrase’ this could be a single word but more often than not it will be a string of words forming a short sentence and describing what the person is looking for. These days the term ‘key phrases’ is a much more relevant description but many people still use the word ‘keyword’ and everybody still knows what it means but the actual definition has changed over time.