Before you go ahead and start putting keyphrases into your website, have you had a look at what your competitors are doing? It might just be that they’re showing you the way forward, especially if a competitor seems to be coming up in the search engines for lots of different keyphrases.
When I talk about competitor analysis, I don’t mean the competitors that you are facing day to day. I’m referring to the competition that is stopping you from being number one on the Search Engines. It might be a directory website or Wikipedia. It might be a company that sells a different product or service to you what you do, but they are at top of Google for the search term that you want to be there for.
Have a look at everything that they are doing. Look at all of their pages; what does the title on the page say? Have a look at their Alt Tags (you can do this by hovering the curser over the images). Take time to analyse where they are successfully optimising their pages.
There are a number of ways to improve and optimise the content on any website page, but the search engines don’t simply look at what is on the page. SEO also looks at the quality of links from other websites to yours. If a well-established, high quality and relevant website has a link to your website, the search engines see it as a sign of authority and it will help to boost your rank.
On the other hand, if the site linking to you is weak, irrelevant and of poor quality, then this will have a detrimental effect on your rank. For this reason, whilst it is possible to buy links, this is never advisable as you are likely to do more harm than good. Have a look at the links you and your competitors have. Have they achieved good links with active social media profiles, guest blogging and article writing or directory listings that are geographically or industry specific?
Remember, your competitors in this particular instance are all the website pages, for all of the keyphrases that you want to be beating in the search engine.