We just cram in a bunch of keywords and phrases.
If you have a clear SEO plan laid out then it could be useful but without a plan you're shooting from the hip and could just as easily hurt your rankings as help them.
Here's what I do. I create a spreadsheet that includes the following columns:
- Page title (visible title on the page)
- Page URL (the visible URL to that page)
- Page Desc (short description of what the page or category is about and what I expect to use it for/what the user will see)
- Meta title (the META Title tag)
- Meta description (a sensible and short description - bearing in mind SEs sometimes use this as part of their listings)
- Meta KWs (KWs I'm targeting - can be more than one - include semantic equivalents)
- KWs (most likely the same as Meta KWs but there can be more of these than you should stuff into the Meta data)
- Hyperlink KWs (a list of the KWs available for use on other pages that will hyperlink to this page - these are the primary keywords you want this page to be ranked for).
- Likely matches (a list of other pages on the site that dovetail well with this page - matching products, accessories, etc...)
With this spreadsheet I map out products or at least categories of products (depending upon how big the store is) and keep track of where I'm using keywords and how I build my internal link structure. Remember not to create pages that compete for the same keywords if you can help it!
