One of the biggest mistakes a site owner can make when trying to get certain web pages to rank well for additional terms is to dilute the effectiveness of an already high ranking page. It is a bad idea to add competing terms to a page that is already optimized and performing well. Additionally, it is a bad idea to attempt to optimize for similar but competing terms on a single page. The most effective approach is to create an entirely new web page that is highly focused on the particular keyword term or phrase for which you want to achieve higher ranking in Google.
Hopefully you have already done your comprehensive keyword research and have learned which of your target audience groups uses this particular term or phrase to search. It is important to identify the right target group first to ensure your newly created content is effective at both attracting and converting them. For example, if you market to both consumers and businesses, it is likely they refer to the same product using completely different language. Separate your lists and know which terms are used by consumers and which are used by businesses, or whatever your classification difference may be. Create compelling content that is highly focused on that particular term and that accurately addresses the type of customer group using the term to find you.
To help your newly created content page gain some audience and credibility in the search engines, you can now use your existing website assets that are ranking well to support the new keyword campaign. For example, if your “boiler rental” page is ranking well you can now use that page to add a link that points to your newly created “high pressure steam boiler rental” page. The idea is to take advantage of interlinking opportunities offered by your existing webpages. Obviously “boiler rental” and “high pressure steam boiler rental” are related and can be associated easily.
The next step would be to acquire inbound links from reputable and relevant sources that point to your new web page. If you adopt the mindset that you have, in fact, added a new landing page that represents an entire section of information, and focuses on the search term identified in your campaign, then you are open to greater possibilities. Identify all the types of information related to the search term that would work to build out an informative section that would garner inbound links from quality sites, enhance interlinking within your site, as well as attract the types of audiences that are likely to respond by taking action.
Conclusion
Divide and conquer.
Don’t spoil search engine results you’re already enjoying by adding competing terms that dilute the page’s effectiveness.
And don’t add a bunch of different, but related, terms to a single page hoping you’ll rank well for all of them with a single effort.
Think of a search engine as a library shelf. Help Google to organize its shelves by keeping your web page content so highly focused that it is easy to index and retrieve every time.
Your reward will be high rankings.
