Excerpts from my latest article at Practical eCommerce: “SEO: Marshaling Your Keyword Army.”

Content optimization for search engines seems straightforward. You research the keywords that your customers use most frequently and you use them on your site in the places that matter most to search engine algorithms. But deciding which keywords to apply to individual pages when you’re ready to optimize is a much greater challenge.

When faced with a set of pages, it’s tempting to optimize for the same keyword on multiple pages. After all, the more pages optimized for a keyword phrase the better chance of ranking well, right? The reality can be just the opposite.

If five pages on your site are optimized for a juicy keyword phrase, each page is competing with the others for dominance for that phrase. In a well-designed site each page has a unique purpose. That’s why it’s a separate page and not part of another page. And because each page has a unique purpose it will also have a unique ability to rank for specific keyword phrases.

Think of each page on your site as a soldier in your army. Each battle to win individual search results contributes to the greater glory of the army and organic search victory for your site against competitors. Each soldier has a specific task to do to help win the war….

Read the article in full at Practical eCommerce »

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