Connecting a Small Business Website with Localized Keywords

by on June 12, 2010 · 4 comments

This post is part 7 of a 10 post series on local website optimization and local search keyword selection by guest author Jeff Howard. A complete list of all posts and links can be found at the bottom of the page.

This post will go over a number of tips when determining which pages will be chosen for keyword optimization. If you have been following along by now you should have a list of keywords that you would like to integrate into your website, also if your homework is done from the last post you should have created a complete list of all the pages on your website. Don’t start the steps in this post without it.

If you have used the excel document offered for download, take a look at column C. This will be the column to mark which keywords pages will be optimized. By now you should have identified one primary keyword for homepage optimization. Mark this down in column C.

In terms of all the other pages, it’s difficult to perfectly articulate how to align keywords with pages. The problem being that every website is different, with its own unique set of pages. For keywords describing alternative locations multiple locations, or different ways to describe a location, it’s best to position these words on the Contact Us, About Us, or Directions Pages. It may be necessary for some businesses with many locations to create new pages for each location keyword. The rule of thumb being one keyword for each location. (If making new pages is easy, create a new page for each location).

If a keyword is going to be used to describe another aspect of a particular service or product your company provides, intuitively it’s best to keep that keyword on the product or services page that is the most closely related to the keyword. For instance, if a site’s main keyword phrase is “Pittsburgh Landscape Design,” but the company also provides mulch delivery the best alternative is to:

  • A) Place the keyword on a new page exclusively for mulch delivery
  • B) Place the keyword onto a page that describes alternative services the landscaping company provides.
  • C) Place the keyword on a page that describes all of the services offered.

Chances are after you have assigned most of your keywords to pages there will still be a number of pages without a designated keyword. Its best to at minimum perform some light optimization on these pages. For now mark all the left over pages with a “*” to note that they will be optimized to support the homepage keyword. This will be discussed post 10.

Using the homepage keyword elsewhere on a website is known as the keyword clustering (illustration here). The logic is that the more pages search engines see based around your homepage keyword the better the chance they will rank your site higher for that keyword.

Here is an example. If I have a website with the homepage keyword marked “Gym Pittsburgh,” I will want to integrate this keyword into other pages. For instance, on an hour’s page I would change the title tag to , “Hours – Gym Pittsburgh,” or possibly “Hours – PGH Super Gym – Gym Pittsburgh.” In the coming post I will cover title tag optimization, but for now simply mark the left over pages with an “*” and the main website keyword after.

Tune in next time for tips on how to create instructions, and individually optimize each page on your website.

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Part 6 – The Importance of Mapping Website Pages for Local Optimization

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Part 8 – Auditing Individual Website Pages for Local Search Optimization

About the Author

This is a guest post by Jeff Howard. Jeff has delivered SEO results for major consumer oriented websites all the way down to local businesses, and writes a column for Search Engine Guide.

Learn how to create, customize and optimize WordPress Websites for your small business in the Expand2Web Expert Course.

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{ 4 comments… read them below or add one }

Kevin June 12, 2010 at 12:13 pm


Great articles. I have a quick question.
“If making new pages is easy, create a new page for each location”

Have you had any issues with depulicate content using this method? Or would you recommend using different page contact for each location page?



Don Campbell June 12, 2010 at 2:14 pm

Hi Kevin, great question. I recommend having slightly different text on each location page.

For example, provide a short description of why someone living in that city might still come to your business. Maybe it is very close by, or you have people who work at a company in your city and you have many clients that find it convenient to come to your business on their lunch break, etc.

Just add a paragraph like that to the normal address and driving directions and optimize the content on the page for the location you are trying to rank for.


Michael January 29, 2013 at 12:37 am

I’m grateful to have found this article. It’s proving to be a great help.

Your link to “halo effect”, pointed me to a “keyword clustering” article. It was more appropriate, and I appreciate the updated link.

As a heads up though, I ended up searching for “halo effect” there which was a tiny distraction and I think kept me away from this article too long.

I may be missing the point, but it seems that the link text should be changed to “keyword clustering” or something like that.

I think I’m becoming an Expand2Web disciple.

Thanks for valuable content here,



Don Campbell January 29, 2013 at 2:26 am

Hi Michael – I’m glad it helped!
BTW – I agree with you and changed “Halo Effect” to “keyword clustering” thanks for pointing this out.


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