Once you have established the keywords for which you should optimize your site for the search engines, it is time to figure out how you can get a high ranking in the search engines for those keywords. The solution is to create Keyword Rich Pages (KRPs) - pages which provide good content and in which a particular keyword is repeated a number of times so that the page gets a top ranking for that keyword.
This article is focused on how you should create these KRPs. I am assuming you have a working knowledge of the different HTML tags like the Title tag, the Meta Description tag, the Meta Keywords tag, the Heading tags, the Alt Tag etc. If you don't, just go to http://www.utoronto.ca/webdocs/HTMLdocs/NewHTML/htmlindex.html for a good introduction to such HTML tags.
Now, let us assume that your company sells packaged tours to Australia, and that you are targeting the keyword "travel to australia". Here's how you create the KRPs:
The Title Tag:
The first and most important tag to consider is the Title tag. You should always begin the Title tag with the keyword that you are targeting. Also remember that the search engines are going to display the Title tag while they are displaying the results of a search. Hence, you need to make the Title tag attractive to humans as well.
Here is one Title tag that I may have used: "Travel to Australia and discover its scenic beauty". Have a look at the Title tag - it uses the keyword right at the beginning and also tells people how beautiful a place Australia is.
Of course, all Titles need not be like the one I used. The Title that you use depends on the subject matter of your site. However, you should follow all the general rules that I have outlined here.
Meta Description Tag:
The Meta Description tag is used by many search engines to provide a short description of the page that is listed in the search results. Hence, like the Title tag, it is important that the Meta Description tag be keyword rich as well as attractive to humans.
The rules for the Meta Description are more or less the same as those for the Title tag. However, the content of this tag will generally be longer than that of the Title. Here's what I may have used in the Meta Description tag:
"Travel to Australia - We take care of all the details of your trip so that you can travel with complete peace of mind."
Note how this description repeats the keyword and also the benefit that it stresses - it says that the customer will be able to travel without having to worry about the intricate details of the trip - you will take care of them.
Meta Keywords Tag:
The Meta Keywords tag has become less and less important as far as search engine optimization is concerned. In fact, you can get top rankings without having anything in the Meta Keywords tag at all. However, just to be on the safe side, you would want to include some keywords in the Meta Keywords tag. You should also include some of the common upper/lower case variations of the keyword. The rules for the Meta Keywords tag are pretty simple - don't repeat any keyword in the Meta Keywords tag more than three times and don't repeat any keyword one after the other. Here's what I may have used in the Meta Keywords tag:
"Travel to Australia, tourism, travel to Australia, Down Under, TRAVEL TO AUSTRALIA"
Note how I have introduced "tourism" and "Down Under" just to separate the different instances of the keyword.
Body of the page:
Now we come to the actual body of the page. Begin by getting hold of a nice (but not too large) picture which is applicable for the page that you are creating. In the present case, I might include a picture of the lotus shaped Sydney Opera House. Place this picture at the top of the page. In the Alt tag for the picture, just mention your target keyword once, i.e. the Alt tag would be "Travel to Australia". You can include other words in the Alt tag, but it should start with the keyword you are targeting.