The most common question we answer in our website reviews is “how do I make my site rank for keyword X?”. What most people don’t realize is that they’re asking the wrong question. You see, sites don’t rank: pages rank. If you want to rank for a keyword, you’ll need to determine which page is going to be the page ranking for that keyword.
Adding that keyword to the title of every page is not going to help. Nor is writing 200 articles about it without one central article to link all those articles to. You need one single page that is the center of the content about that topic. One “hub” page, if you will.
That page will need to be 100% awesome in all ways. Brian Clark of Copyblogger calls this type of content “cornerstone content” and has written an awesome article about it (a few years ago, already). In fact, go and read Brian’s article, he explains that way better than I can, I’ll wait… … … You’re back? Ok, read on:
Position that new cornerstone content within your site
That article said a lot, right? It told you about keyword research, title tags and headlines, content and why your content needs to be awesome and more. Now let’s talk about where, within your site, that content is going to live. In my opinion, really important content deserves a page within your site’s structure, not a news item / post. It should be easily navigated to within a few clicks.
So, you go ahead and create that page within your site. Take some time for it, this is going to be the content that’s going to make you rank, but not just that, it’s going to be the content that is ranking. Which means real people will read it too and you need to convert those people. So think about search engines all you want, but think even more about the visitor that will end up on that page and give him / her something worth while.
This also means you’re not going to create other pages within your site that target the exact same keyword!