SEO-Guidelines-Smartcrawl/seo-strategy/keyword-selection-by-page.md

# Keyword Selection by Page Type

Every page on the site should target one primary keyword with a clear intent match. This guide covers how to choose keywords for each common page type.

## Homepage

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | Core service + primary location |
| **Intent** | Navigational + commercial |
| **Title pattern** | `[Brand Name] \| [Primary Service] in [Location]` |
| **Example** | "Alaska Safe Riders \| Motorcycle Safety Courses in Anchorage, AK" |

**Rules:**
- Establish what you do, where, and why you're the best choice
- Don't try to rank for everything — let inner pages handle specifics
- Don't keyword-stuff the homepage

## Service / Product Pages

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | Specific service + location |
| **Intent** | Commercial or transactional |
| **Title pattern** | `[Service Name] in [City, State] \| [Brand]` |
| **Example** | "Basic Rider Course in Anchorage, AK \| Alaska Safe Riders" |

**Rules:**
- **Each distinct service gets its own page** — "Basic Rider Course" and "Advanced Rider Course" should be separate pages
- Include pricing (or "contact for pricing"), what's included, duration, schedule, FAQs, testimonials
- Clear CTA (register, contact, sign up)
- Answer the questions a buyer would have before purchasing

## Blog Posts

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | Informational long-tail query |
| **Intent** | Informational |
| **Title pattern** | `[Question/Topic] — [Brand or Category]` |
| **Example** | "What to Wear to a Motorcycle Safety Course \| Alaska Safe Riders" |

**Rules:**
- Each post targets one specific question or topic
- Use Google's "People Also Ask" to find questions your audience searches
- **Internal link every blog post to relevant service pages** — this is the primary SEO purpose of blog content
- One blog post per topic — don't split thin content across multiple posts

## Portfolio Pages

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | Descriptive + role-based |
| **Intent** | Navigational or commercial investigation |
| **Title pattern** | `[Project Name] — [Role/Skill] Portfolio \| [Brand]` |
| **Example** | "IDT 5210 Capstone — Instructional Design Portfolio \| Chelsea Paige Mann" |

**Rules:**
- Each portfolio piece: descriptive title, project summary with natural keywords, skills/tools, outcomes
- Alt text on portfolio images should describe the work shown, not just "screenshot"
- Link to related pieces and back to the portfolio index

## Contact Page

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | "contact [brand]" or "[service] [location] contact" |
| **Intent** | Navigational / transactional |
| **Title pattern** | `Contact [Brand] \| [Location]` |
| **Example** | "Contact Alaska Safe Riders \| Anchorage, AK" |

**Rules:**
- Include full NAP (Name, Address, Phone)
- Embedded Google Map
- Contact form
- Business hours
- These signals support local SEO even if the page itself doesn't rank for much

## About Page

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | "[brand name] [location]" or "about [brand name]" |
| **Intent** | Navigational |
| **Title pattern** | `About [Brand] — [Qualifier] \| [Location]` |
| **Example** | "About Alaska Safe Riders — MSF-Certified Training Since 2015" |

**Rules:**
- Credentials, experience, team info, location details
- Supports E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Natural keyword use (don't force it)
- Link to service pages and Google Business Profile

## Landing Pages

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | Highly specific transactional term |
| **Intent** | Transactional |
| **Title pattern** | `[Specific Offer] in [Location] \| [Brand]` |
| **Example** | "Spring 2026 Motorcycle Course — Register Now \| Alaska Safe Riders" |

**Rules:**
- Minimal navigation, singular CTA
- Everything on the page drives toward one action
- Seasonal landing pages capture time-specific traffic
- Can noindex after the season ends, then republish/update for the next cycle

## Location Pages (Multi-Location Businesses)

| Aspect | Guidance |
|--------|---------|
| **Primary keyword** | `[service] in [specific location]` |
| **Intent** | Commercial / transactional |
| **Title pattern** | `[Service] in [City] \| [Brand]` |
| **Example** | "Motorcycle Courses in Fairbanks, AK \| Alaska Safe Riders" |

**Rules:**
- **Each location page needs genuinely unique content** — local landmarks, directions, area-specific details, local testimonials
- **Do NOT create thin location pages** that only swap city names — Google penalizes doorway pages
- Only create if you have enough real content to differentiate each page

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| Same keyword on multiple pages | One primary keyword per page. If two pages target the same term, merge them. |
| Homepage targeting specific long-tail | Let inner pages handle specifics. Homepage = broad brand + service + location. |
| Blog posts with no internal links to services | Every blog post should link to at least one relevant service page. |
| Service pages with no CTA | Every service page needs a clear next step (register, contact, buy). |
| Portfolio pages with no keywords | Add descriptive titles and summaries with natural keyword use. |
| Contact page with just a form | Add NAP, map, hours, and service area for local SEO signals. |