Optimising a page for multiple key phrases?

[Gavin.Atkinson]

Is there a technique to optimising for multiple key phrases?

In the "old days", we'd have written doorway pages targeted at different key phrases, or just written a landing page for each key phrase. Now we're told that more is better and having all the info about a topic in one place will get you better SEO outcomes. But that means pages must be optimised for multiple key phrases.

For example, I currently have three pages that are related topically:

• Bangkok Skytrain (Guide to BTS and MRT Lines) - this page is a description of the metro train system in Bangkok and how to use it. Gets traffic from key phrases like "bangkok BTS line", "bangkok commuter trains", "BTS and MRT lines".
• Attractions near the Bangkok Skytrain - this page has a map for each major skytrain station and details of nearby attractions including hotels and restaurants. Gets traffic from phrases like "bangkok mrt and bts map", "bangkok rail link map", "how to get to siam on MRT" and "bangkok airport rail link map" (so mostly gets key phrases with "map" in them).
• Best shopping from the Bangkok Skytrain - this page talks about the shopping centres in easy walking distance of each skytrain station. Doesn't really get a lot of traffic and probably pulls that from the other two.

Ideally, I probably should combine all of these into one page now. But how to optimise for all those key phrases? Should I just optimise within each Heading 2 as I would within a page? Does that risk confusing the overall page SEO?

[Travis_Bailey]

Open the window and make love to the world, and you will catch a cold. In my opinion, you may be diluting what you already have. Perhaps it would be best to go with an internal linking strategy. "Hey, I'm related to page A and page B - but only in these ways."

Topically, it's all pretty close. It's all related to tourism and the mass transit system. But generally, it's best to keep a page to a limited theme. Since they are all related, it would seem best to link from page to page within the body.

[MoosaHemani]

Ok, if I would be at your place I probably will keep the 3 page separate and use the idea of internal link strategy as discussed by Travis in his comment. In my opinion the 3 topics are pretty close to each other but still pass different information. Combing all of them to make a single page might not be a very good idea!

I keep the simple rule here, ask yourself a question will your readers/customer be happy to see all the information at one page or on connected pages… whatever your answer is go for it! Job of the search engine at the end of the day is to display the best possible items to users so if your idea fits exactly what people are looking for then Google will choose you too!

Hope this helps!

[Andy.Drinkwater]

I agree with Travis & Moosa. You shouldn't try to target a page to more than one phrase. You will quickly run into keyword dilution (cannibalisation) where Google won't really know which page to rank for a particular phrase. The net result here is that generally, none of the pages will rank well, or perhaps only one of them.

Keep each page highly targeted, make good use of prominent internal links and ensure that the content on each page is well written to explain exactly what is on there.

Remember, there are billions of pages out there, millions of them all trying to compete for the same phrases - do everything you can to make yours the best it can possibly be, but try not to do everything (or anything) just for the search engines. Write and design your pages for maximum user experience.

-Andy