Posted to Ben Finklea's blog on June 24th, 2009

Variety in the Keyword of SEO

An important element in any search engine optimization campaign is the selecting and targeting of keywords for your site and business. Keyword research should produce a healthy list of relevant keywords with a significant volume of traffic. Once you have chosen your keywords, you need to use them throughout your titles, meta descriptions, and on-page content. Be careful not to keyword stuff and over-utilize a specific keyword. Keywords are not magic dust to be generously sprinkled at random throughout your website. You not only need to use strategic implementation and common sense when plugging in your keywords, but variation as well.

If you target the same keyword ad nauseam, you are only hurting yourself. It is important that you target a variety of your keywords throughout your site. Search engines don’t rank your entire site for a keyword, they rank pages. If you are using the same keyword for every page without targeting the others in your word-stable, then you are competing against your other pages. This will not only hurt your rank, but your link building efforts and overall search traffic.

When you target your entire stable of keywords, you are appealing to a wider range of search terms, and a wider base of browsers. Don’t get hung up on all the pages ranking the same, or producing the optimal amount of conversions. Some terms and words are going to naturally rank lower and produce less traffic. ‘Tis life. You can still rank well with long-tailed keywords and get more traffic through less featured pages.

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