Now that you know the search terms that matter most to you, you can now build pages on your site that the search engine robots will visit, index, and score.

       If your market is "Park Avenue condo", then we're going to feed the cute little robot beasts some very focused content about "Park Avenue condo". There will be no guessing as to what the page is about!

       This is Not Gaming

       If you are in the business of selling Park Avenue condos, then it is quite expected that you would have a Web page that addresses the term "Park Avenue condo" in some way. The real question is, "why wouldn't you?"

       In fact, in the early days of the search engines, people did just that, and then often just lucked into good search results because of it. We're just doing a more focused job of it, and reducing the luck component down to good planning.

       Search engines actually want to deliver their users to pages that are highly focused on the search term, as long as the underlying business has a legitimate reason to have that traffic, and no deceitful methods have been used.

       In a way, we are just helping that process along.

       Again, Real People Matter

       If you service the "Park Avenue condo" market, then what information would you want to convey to a real person who landed on a page that you built for "Park Avenue condo"? That's what you should deliver on your page.

       It should be at least three paragraphs of content, and it should include "Park Avenue condo" at least twice in the text portion of that page.

       Convey confidence that you know the Park Avenue condo market, so the more personal that you make it, the better. The searcher may likely visit three or four other sites as a result of their search, and they'll compare what is presented on each site.

       You will also want this person to take some action. Make it easy for them to find links to contact you by phone and email, search your listings, convey their wants, get your newsletter, etc.

       This is where some site design and usability considerations come into play. Talk with other associates about what works for them. Usability discussions are beyond the scope of this article here, but, at the least, put some thought into it.

       How Many Pages?

       Build a page for each or your high priority terms. Don't use cookie cutter text templates, and just inset the various terms into each one. Build a real page, with the text presented on each one being as unique as you can muster.

       Again, we're talking real people here. Make them feel good about arriving at your site, via a search. What do you know about Park Avenue condos that they should know?

       As a bonus, these pages can also be used as landing pages for a pay-per-click advertising campaign that you may wish to pursue, as your free search traffic builds.

       Should you build ten pages, 50 pages, 100 pages, or 1000 pages? That's up to you. With some creative writing, you can combine some lower priority terms, but don't do that on your highest priority pages.

       This content development is where the rubber meets the road, and the real work takes place. The more you do, the better your chances of ranking well, not only for the lower traffic terms but the higher ones as well.

       The search engines like to see a lot of content attached to a domain. They don't like empty "shells". Feed their robots a big meal!