Keywords versus content

build content around keywords

[Huiping]

Hello,

I have a question on how to build effective content around the keywords we are trying to target. I own a translation service and we use our web site to draw potential customers.

Just in the German langauge alone, there are more than twenty keyword phrases that people use to search. We offer our services in over 70 different langauges, that means a lot of keyword phrases to target.

So do we try to write up a service description page for each language (or even each keyword phrarase)? Or should I just write articles on those keyword phrases related topics? With the service pages, it is hard not to sound repetitve (the key elements are the same: qualifications, price, service level etc.). How do I address that?

Any advice will be highly appreciated and I list the keyword phrases down below for your reference.

Thanks.

Huiping

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[BigDave]

Contrary to some advice that you will get, you do not need to bother with a page for each search phrase. Many of the phrases will be low competition phrases, so with some minor effort, you can combine them with some of the higher competition phrases.

In fact, you might end up improving you ranking for the targeted phrase, by using some of the synonyms that will also bring you ranking for those synonyms. It can also help your pages to read better to the user.

[roscoepico]

Also note that "to", "from" and "in" are considered very common words and will not included in googles searches. Stop words that you will not have to optimize for.

[Huiping]

Thank you roscoepico and BigDave for your replies. So should I still have a service description page that talks about German translation, or should I just have one page that mentions all the languages that we provide?

What about case studies? Would that be a good way to build content? E.g. what about writing a past project about how handled a challenging German project etc.?

[rogerd]

I like case studies a lot - they add some interest, they won't look like cookie-cutter doorway pages, and they will inevitably use some words that will enable you to appear for search phrases that you hadn't thought of.

I would lean toward creating a page for each language, perhaps including some brief project descriptions, regional language issues, etc. Start off with your major money-makers. Purely from a marketing standpoint, this should reassure a prospective buyer that you actually know something about that language's special issues. It will help from a search standpoint, too.

[Huiping]

Thanks Roger for your suggestion (now I remember you from the conference last November :-)).

If I have case studies on the site, should I separate the case studies from regular articles?

Between the services pages and case studies, how should I link them together to maximize internal linking?

HP