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Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:
Multiple keyword phrases are hard to rank for in search engines unless those phrases are very similar. A single page can rank for both “biomedical engineering jobs" and “biomedical engineering careers". It is unlikely to rank for “student affairs" and “dean of students" or “gender discrimination" and “violence reporting procedures" with a single page.
If you want your website to rank for multiple keyword phrases, you'll need to create a separate page for each keyword phrase you're targeting.
Once your keyword phrase is chosen for a given page, consider these questions:
Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly, though. For instance, you do not want the word “engineering" to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization
Can I use part or all of the keyword phrases in page headings and subheadings?