Let’s say you have an auto repair shop that specializes in providing service for European imports such as Audi, VW, and BMW. When people go to Google and search for “bmw auto repair ann arbor” you would like your site to show up on the first page, if not first in the list.
Your current site has a “services” page that mentions that you work on BMW, VW, Audi, and other imports, but you don’t have a page specifically for “bmw auto repair ann arbor.” Do you see the problem here? You are hoping to be featured in the search results for a very specific search phrase, but you don’t have a page on your site that was specifically designed for that purpose.
But imagine if your competitor does. Whoops!
The solution is to create a specific landing page just for “bmw auto repair ann arbor”. You should go so far as to make sure the filename of the page includes those keywords (e.g. bmw_auto_repair_ann_arbor.html). The HTML title of the page should also contain those keywords (more on page titles later). The page should contain a lot of text that contains the phrases BMW, auto repair, and Ann Arbor. Each one of those phrases should also be included in an HTML H1 header tag.
Try to include some specific information as to what advantages your facility would offer to someone with a BMW. Do you have a BMW certified technician on staff? What makes you so good at repairing BMW’s as compared to anyone else? The more information that you can provided, the more opportunities there are for you to include keywords, and that will help improve the relevance of your site for those particular words and phrases. You might even go so far as to reserve a keyword rich domain name such as “bmw-repair-ann-arbor.com”.
Now go back and do it again for all of the other keywords and phrases that you are trying to optimize.