With any good SEO strategy, the foundation should always be good keyword selection. Depending on the focus of your landing page, you should take the necessary time to research just the right keywords for your website page. Each page may, and will, have a different focus. For example, a main category page, will be more general, than a sub-category page which lists the various manufacturers. And a product page will get into a longer tail keyword which will be more specific to the product.
A good resource from EcomBuffett.com summarizes four steps you should take in developing your keyword list:
1. Start with a brainstorming session to list all possible words and phrases that people would use to find what you have to offer. Remember to put yourself in the mindset of the potential customer.
2. Do the necessary research to continue building your list.
a. Research your competitors and see what keywords they are using.
b. Look at your web stats and logs and pull words and phrases from there (this is a great source of info, you can find the words that people are already using to find you and enhance your rankings on those words so you can get even more traffic).
c. If you have a search feature on your site, look at the logs and see what people are searching for within your site once they get there.
3. Take the large master list you have come up with and use a keyword tool to determine how much traffic there is and how competitive the words/phrases are. Remember you can’t live and die by this information, it only acts as a guide for you.
4. Take your list and break it into segments. You want some “low hanging fruit” – which means keywords that may be longer phrases with less traffic. These words will be easy to rank for fairly quickly so you can use those as your starting point to drive some quick traffic to the site. The second segment of your list should be words that are more competitive and have more traffic and will take longer to get rankings for. You will be glad you selected keywords from each segment because you will be getting traffic from the low hanging fruit while you are waiting for the more competitive phrases to kick in.
After your keyword list is developed, then it is time to start inserting your keywords properly into the page. Here is a good guide to go by for proper keyword density on the page:
- The title tag should have at least one keyword in it, but not the same keyword twice, so that it is not spammy.
- Meta description should have the keyword listed about two times, keeping them separated so that they are not too close to each other.
- H1 tag, list the keyword at least once.
- The body textual content should have the main keyword listed about two or three times, also keeping them spread out. Make sure that the content sounds natural and flows.