10. Keyword distribution || SEO Fundamentals

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Keyword distribution is the process of assigning keywords to specific pages on your website.
This is an important step in the content creation process, and results in the
content on a page being aligned and relevant to the keyword that you’re
targeting on that page.
You can’t have an optimized page unless you know what keyword you’re optimizing it for.
Once you’ve identified all your target keywords through the Keyword Research
process, we found that working in Microsoft Excel, or another spreadsheet program,
allows you to create this mapping of keywords to the pages in your site
structure in an organized way.
And it has the added benefit of keeping a record of which pages are targeting
which keywords to refer back to in the future.
Of course, you’ll be listing out all the current pages of your website.
But keep in mind that for many of your target keywords, you won’t yet have a page
and you’ll need to create one.
By using a spreadsheet you can easily see where in your site’s architecture
you’ll want to put it, and define some key pieces of information about it before
you even start writing.
Here is an example of a spreadsheet that we’ve created for a fictitious sample winery.
Feel free to format your spreadsheets anyway you like.
But there are some common fields that you should include.
Down the left-hand side, we like to use cells or tabbing to show us the hierarchy
of the various sections and pages of our site.
As you can see, for each page we have a column for the keyword we’ll be targeting
on this page, the URL of the page, the title tag, the meta description,
and the h1 header.
We’ve even used Excel’s Length function to count our characters so that we can
see how close we are to our general targets.
Again, our targets of 65 characters for a title and 156 characters for a
description are not hard limits by any means, but they’re guidelines that will
avoid search engines truncating this information on the search engine results page.
The first step is to populate the spreadsheet with your existing web pages.
Be sure to include every page of your site, including your Homepage, About page,
Location page, Contact page, and other general kinds of content pages.
Remember, search engines want to see unique information for each and every page,
and listing them all out here is a good way to quickly spot any duplications.
The second step is to take a look at the keywords from your keyword list and
find the most appropriate pages of your site for each of the keywords.
You should make sure to distribute one keyword per page and try not to force anything.
Remember, search engines prefer unique and relevant content.
So if you have a keyword that doesn’t match any page of your site, you’ll want
to create a new page.
When you add a new page to your spreadsheet, the good news is that you’ve got a blank canvas.
You can define the SEO-friendly URL, title, description, and header right
here in the spreadsheet.
Writing content when you know the keyword you’re optimizing it for upfront
allows you to really dial-in on all of the best practices of content writing for
keywords that we’ll be covering.
Remember, the meat of each page is the body copy, and you’ll probably need to go
back through your existing pages to make sure that they’re really optimized for
the keyword you’ve defined as a target.
Now that you’ve got your target keywords in mind, now is a pretty good time to
head over to one of the on-page analysis tools that we’ll talk about a little
later in this course.
The suggestions from these tools can really help guide the changes you’ll be
making to your pages.
Using a keyword distribution spreadsheet will help you in a number of different ways.
First, it gives you one place to organize and document the content of your site
that will support the keywords that you’re targeting.
Second, it serves as an excellent resource for your copywriters, and will help
streamline workflows across all the different members of your website production
team. And treating this as a living document will ensure that you can quickly
adapt to the changing nature of the search landscape and keep your content
strategy on track month after month and year after year.

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