On the Web: Are You Paying Enough Attention to SEO?

2. Dedicated Pages
Create a page on your site for each of these 50 phrases or words. Many of these should be names of your product categories. Optimize a page for only one word or phrase by having it appear in one or more of 
these positions:

• At the beginning of the meta title tag (title tags appear in the bar at the top of your web browser) and in the meta description tag.
• In the H1 tag (the headline for a search engine). While shoppers respond well to headlines with strong benefits, search engines want to know the page topic. Sophisticated techniques allow you to show different headlines to search engines and shoppers.
• In a short paragraph at the top of the page. The paragraph can be benefit-oriented, but it must contain the page's phrase. Search engines cannot read words in a graphic, so make sure this is text. What's more, search engines react poorly if the search term makes up more than 7 percent to 10 percent of the total words on a page, so don't spam it.
• In the alt image tag on a photo (shown when you hover over a picture).
• In the URL string for the page, if you can. For example, www.equestrianprizes.com/horse_show_ribbons/c/23/ is much better than www.equestrianprizes.com/
category.asp?c=23.

3. Stay Close to Home
Place a link to these dedicated pages on your homepage. The category links from your homepage will cover many of your top terms, but you can get the rest on the homepage under a "frequent searches" heading. Search engines give more weight to pages that are one click from your main URL.