Step #1 - Laser focus your keyphrases

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Remember how you chose five to six important keyphrases for each optimized page?  Now, it's time to put those phrases to work.

Here's where the creative muse comes into play.  Out of those five or six keyphrases, you'll probably really only optimize for two to three of them (which is absolutely fine).  Why?

  1. Some poorly phrased keyphrases "clunk" within the copy.  For instance, the keyphrase "people search engines" does really well in Wordtracker.  However, it may also be difficult to construct a coherent sentence around that nonsensical phrase.  If a particular keyphrase isn't "clicking," don't force-feed it multiple times into your text.  As long as you still focus on two to three other keyphrases per page, you're fine.
  2. Depending on the text, incorporating multiple keyphrases can be challenging.  Sometimes, writing for four keyphrases is as easy as pie.  Other times, the copy only works with two keyphrases - and the others stand out like a sore thumb.  When in doubt (or if you're a beginner), choose only two keyphrases and write for those.  You can optimize for more keyphrases if (and only if) they flow well.

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Tip:  Tempted to optimize for just one keyphrase per page? Don't do it.  The search engines may construe your one-phrase optimization strategy as a spamming technique (even if you had the best intentions at heart).  Play it safe.  Optimize for at least two phrases per page.
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Plan on including your two to three main keyphrases at least three times each within the body text.  If it makes sense within the copy, include your phrases more often - especially your main keyphrase.

What should do you with your "extra" keyphrases (the ones you didn't include three-plus times?).  Try to include them at least one time within your body text.  As you'll learn in the next chapter, if a keyphrase doesn't appear within the body text copy, you shouldn't include it within your Title, description or keyword tags (unless it's a common misspelling).  Stay tuned for more tips on constructing spider-happy tags.

Some people swear by a particular keyphrase density.  If you're one of those folks who require precise statistics, keyphrase density software will do the number crunching for you and make recommendations.  Don't feel that you have to purchase anything for keyphrase density success.  Simply figure that you'll want to repeat a keyphrase three times for a 250-word page.  If you have a longer page (say, 500 words), increase the keyphrase usage proportionately (at least six times).  It's all common sense.

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Tip:  Do you notice that the copy tone and feel takes precedence over certain SEO suggestions?  What's the use of a number one ranking if prospects leave your site as soon as they land?  Remember, what's good for searchers is good for search engines.  If you can include at least two keyphrases, three times each within your copy (assuming a 250-word count), you'll be fine.
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Next:  longer copy is better