Each page in your website represents another opportunity to funnel relevant traffic to your preferred landing page. A landing page is any page that contains the most relevant information on that topic, but how do you let search engines know which pages should rank for which phrases?, by using SEO of course.
According to wikipedia, Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.
This is a great overview, but what about sculpting the process of selection? Sculpting is accomplished through the content, the anchor text (known as internal links if they point to your own pages and external inbound links if they are links from other sites). The combination and synergy are what determine the link profile and reputation of a page and how it evolves to gain eventual authority (which equates to rankings).
Content is the Honey that Attracts Users and Search Engines Alike
Think of the content on a page as the magnet and the potential keywords that exist in clusters on the page determine which keywords will project from the page and toggle relevance in search engines. We know that the continuity between the title, the description and the content on the page all provide a score that when aligned allow the page to gain more authority for those terms. Hence, the real purpose of content development aside from engaging users is to develop website authority.
Scaling Content, Trust and Market Share is a Snap
What many fail to realize is, the longer a page exists in the index, the more trust it can acquire if managed properly. That trust is an aggregate compound of various factors that like a link in a chain can be used to pull other pages into a synergistic phase like state (to create coherence and buoyancy for multiple pages).
I know for example, that if I am targeting a competitive keyword or key phrase that two pages are better than one to get past the barrier to entry threshold / tipping point. Building relevant content around a topic provides exponential leverage eventually after the content matures.
I may start with one relevant page, then add another and look for opportunities to cross reference and internally link the pages. Over time, through managing a mutable library of terms, you can sculpt the order of how your pages appear, which ones appear for specific terms as well as how long they stay buoyant in the search engine result pages.
Adding a content management system is one way to expedite adding relevant content, links and syndicating your content through RSS feeds (the equivalent of a broadcast). Combine this with aged pages with authority, or editing content on specific pages to fine tune them for specific keywords and your own website can become a veritable ranking juggernaut.
Get in The Game with a CMS, Stay in the Forefront by Publishing Frequently
If you were to think of SEO in stages, building a better platform to engage search engines and users is a top priority and the first crucial step. After that stage, it is about managing content to keep topics fresh (by adding a few posts using keyword-rich titles and tags) as well as deep linking to each page with 5-10 links to create expression for latent keyword potential (to give them a place in the index).
No amount of coaxing is going to get spiders to parse dated / lackluster code lacking in reputation or inbound links. You need to entice them to visit by creating a relationship with them by providing consistent, quality content (or at least more than your competition) in order to pique their interest.
It takes continuity, popularity and the ability to tie your content together in a cohesive fashion. A content management system accomplishes that as well as allows you to interact with your target audience without hesitation to encourage sales through special offers, promotions or generate a buzz around an event.
So, if your business has not adapted to the new platform of engaging online visitors with more than a bland 10 page cookie-cutter (who we are, what we do, blah, blah, blah) website, now is the time to step into the arena, develop content with a CMS system and create enough relevance for your website so it would be hard for search engines to ignore the value of your contribution.
Remember, targeting keywords is looking at the parts, you should embrace the market as a whole and seek specific segments then create accommodating content to engage readers (as well as funnel them to your conversion objective).