After brainstorming and using online tools to generate a comprehensive keyword list, now it’s time to narrow your list and incorporate the selected terms into your Info Page.

The first step is to go through your list and pare it down to those terms that most closely match the “subject” and “theme” of your site. Get rid of all the words that are not relevant, or that you don’t have content to support. Create a mix of a few broad terms along with targeted keywords. Broad terms won’t do much for ranking or help drive qualified traffic to your site, but they help describe your site to a search engine. Targeted terms are typically easier to rank higher, and they strengthen the context of broad terms.

Your final list should include 5-7 highly targeted keywords. Keep your list short. Too many keywords dilute the theme of your Info Page. Weave these keywords throughout your Info Page content. Make sure you include:

• Your name: include your Company name several times if you’re a business or organization, or the name of your website if it is a personal site.
• Your location: if you’re a business, use your physical address, or at least a geographic location. This is critical for local search ranking. Consider including a reference to your location in your body copy as well.
• Your industry or interests: your keywords should already include a variety of terms related to your industry. If this is a personal website, your terms should include your site’s theme.
• Misspellings: include misspellings common to your industry or name. How do you do this without including misspellings or grammatical errors in your content? At the bottom of your Info Page, create a list of such words and terms, under a heading called, “Filed under,” “Keywords,” “Tags,” or something similar. That way, keywords are included on your page, but not in your content.
• Synonyms: some similar terms may be part of your keyword list, but if they don’t make sense in your content, you can include them at the bottom of your page, similar to “Misspellings” above.  Also, try using expressions like, “…not to be confused with…,” or “…also known as…” for synonyms.

Just remember, your website exists for your audience – your content is for them. Don’t include irrelevant keywords just because you think they might draw traffic, or repeat keywords over and over (called “keyword stuffing,” highly frowned upon by search engines). Just add your relevant keywords strategically to your Info Page content.

This is not “set it and forget it.” Hopefully you will keep your site fresh, with new content as your site and your audience change over time. Keep an eye out for new, possibly more relevant keywords as you move forward.

And finally, did you know Shozam automatically helps you with search engine optimization as well? Find out more in the next blog post.