Websites should be content rich, the keywords strewn throughout the text. At the same time, there is no reason to go overboard. Search engines will penalize a site for over-optimization of any kind, including excessive keyword density.

A. Plan For Extensive Content. Create a plan to have at least 100 pages of extensive, quality content within one year of your start date. This means real, quality content, not the same content rewritten 100 times.

B. Check Content Length. The text on any one page should be greater than the HTML code on that page when you look at the page’s HTML source. If not, you need more quality text. Although sometimes pages need to be short from a usability standpoints, make sure you have several (at least 1/2) of your pages at optimal search engine length of 350 to 700 words.

C. Keyword Density Analysis. Use the following tools to check and analyze keyword density.

Your keyword density on any page should not exceed 8%.

D. Keyword Proximity. You will also want to take into account keyword proximity. You will not want to repeat you exact key phrases over and over again.. Include your exact key phrase in the title, description and keyword tag<h1> tag, anchor text, and in the first sentence of the first paragraph.

E. Keyword Themes and Categorization. Map out each word as “individual page” or “site theme.” Search engines look at site themes, so the keywords should be scattered throughout the text on the website (if they do not already appear). However, on smaller, very targeted search phrases it is often a good idea to devote a whole web page centered around that key phrase. At this point you will want to categorize each key phrase you have chosen as “site theme” or “individual page.” These will be the terms that you believe will bring you the most targeted traffic. This does not mean that you will not have individual web pages focused toward the site themes nor does it mean that you should not sprinkle keywords tagged for “individual pages” liberally throughout the site. This is for general guidelines and optimization organization.

F. Keyword Mapping. After you have labeled each keyword as individual or site theme, you should map each web page to a particular keyword or phrase that seems suited to that page. This does NOT mean that you should put that key phrase only on that web page, nor that you should include no other key phrases on that page, this is only a general focus for each page. Your top level pages (home page, links off of main navigation) should always be focused on your site themes. Here is an example of a key phrase list as it may look for the pet insurance example:


Key phrase Site or Individual Focused Page
dog insurance Site Theme Dog Insurance Page
cat insurance Site Theme Cat Insurance Page
animal insurance Individual Page Terms and Conditions Page
animal health plans Individual Page Health Care Plan Page
georgia pet plans Individual Page About Us Page
atlanta cat insurance Individual Page Local Insurance Pet Care
best dog health plans Individual Page Compare and Contrast
pet health insurance Site Theme Home Page
dog health care insurance Individual Page Dog Insurance Prices
cat medical insurance Individual Page Cat Insurance Prices
pet care insurance NA not right for site NA
pet insurance quote Individual Page Contact Us Page
affordable dog insurance Individual Page FAQ

From now on we will use the term “Focus Key phrase” to mean a keyword or phrase chosen as the focus for that web page.

G. Keyword Input. Once you have mapped each page to a keyword, make sure that that keyword appears a few times on that page. Again a 5% to 8% density is enough. You do not have to go overboard. Bret Tabke suggests you include the keyword “….once in a heading [that means inside an <H1></H1> tag]…once in bold, once in italic, once high on the page, and hit the density between 5 and 20% (don’t fret about it). This is a good rule of thumb. There are also additional steps to individualizing a key term for a page” “behind the scenes”. These steps appear in the META tags section.

<< Step 2: Keyword Analysis | Step 4: Site Structure. File and Directory Organization >>


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