Before I get into the details of website design, I want to explain one more thing about content. And that is how to emphasize your keywords with the content text itself.
I'm still talking about the politics of getting Google and other search engines to find you and rank your site and web pages high so that visitors will find you. Later on, I'll explain other ways of driving traffic to your website but, believe me, the best way is to get free traffic through the search engines as that's where most of your visitors will come from. "Googling" has become a way of life.
The content of your page will begin with a headline. This headline should be placed between the "H1" html tags. Search engines take note and give greater weight to what's in the headline tags. Therefore, you will use a headline that incorporates your main keywords or keyword phrase. This is done for the same reason that you placed your keywords in the title and description.
In the body of your content text you can emphasize your keywords too. The first way you are going to do this is by using the same description text phrase that you used in the Meta description as the the first text on your web page. Since this is the first indexable text the search engines will see, you want to reinforce to them the keywords you have selected. At this point on the web page you are trying to feed the search engines with dense keyword text.
The search engines will have associated your keywords through your domain name, title, site description, headline, and now the first sentence in the actual content. You should realize that the site description needs to be readable as it is also the first sentence.
Now you can start writing text for your readers. But while you're writing you want to fit in your keywords as much as possible and at the same time make sure the search engines take note of them. This is done by making them bold with the use of "B" or "STRONG" tags. Here again, the search engines will find the bolded words attractive and give them more weight when ranking your page.
Throughout the text, you want to break up the content in segments. This is done with sub-headlines. As with the headline, you will use html tags to emphasize them. These tags are "H2", "H3", ...etc. Each tag number simply gives you a smaller text size but these tags still make the search engines take note and give the phrase within more weight when ranking the page. Be sure to pack as many keywords into these sub-headlines in a readable manner.
Look at anyone's web site. Not only do you see text, but there are usually "links" throughout the page that lead to other web pages. The search engines read these too as they spider your web site. That means you must make them with keywords in some fashion or another. I see so many web masters putting links like "HOME" or "CLICK HERE". Things like that, you've seen them. And what do they tell the search engines? NOTHING! You need your keywords in these links.
It is better to make a link to your homepage that says: "Travel in Colorado Home" or something like that. Or "Click here for Colorado travel information". See what I'm saying? Of course some links need to be small, so you might have to use your imagination to get a keyword in.
Images are also found on some web pages. I tend not to use many anymore. They can be your enemy if they are slow to load. Anymore, web masters forget that there are many of us that are still on dial up. When I go to a web site, if it takes more that so many seconds for the page to load, I just click away unless I really want to view that site. But you can make them your friend, especially when optimizing your page for the search engines.
First, be sure to size them so they load fast. The smaller the better. If you want people to see it as a larger image, make a thumbnail image that can be clicked on to be enlarged. Always use an "alt" tag with each image that reinforces your keywords or keyword phrases. This is important because the search engines can't read an image but they do read the "alt" text. That alt text is what gets indexed by the spiders.
Second, if you really need to have a large image on your page (like your Bob's Picture), use a trick that I recently learned. Slice the image. There are a lot of image software like "Fireside" and "paint shop pro" that will allow you to "slice" the image into segements. This makes the image load fast! Not only that, each slice can have it's own "alt" text. You now can have multiple keywords associated with one image. The search engines love this.
Finally, search engines love site maps!! Google especially. It's become a must when making a multiple page web site. The site map is linked from your index (homepage). It is simply a list of links to all your web pages on the site. The search engines will come to your index page and go to the site map, then grap all your other pages to index. The site map becomes a doorway to your site for Google and the rest. It does the same for your site visitors too. The site map makes it so that you only have to submit your index page to the search engines to get your whole site spidered right away.
By this time, you have found how important keywords are to your web site. They have to be totally relevant to your topic and very specific. You've seen how you're going to use them when making your web site. And how you're going to use them in the content of your pages.
I think that keywords are the "key" to getting free traffic to your site through the search engines. Most web site designers begin with the look of the site. I believe in researching keywords first. It doesn't matter how great your site looks if no one comes to view it. Take a look at
http://www.swingstationusa.com and you'll see what I mean. Here's a site that was put up to say to the world, "here we are" but the world will never see them by googling. Only those people that are actually given that URL will view it. The only search engine attraction is the domain name and that's where it ends.
Using that example, the world will say one of Homer Simpson's favorite phrases, "Who Cares?" Or maybe another of Homer's favorites, "So What". You want people to find your site, see that it is packed with great information, and bookmark it so that they come back again and again for more information. And you will constantly put up new, relevant content to bring them back and the search engines too.