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You should create dedicated pages on your website that target individual keywords or phrases. The reason for this is that Google wants to direct users to pages of information that really relate to their search query. For instance, if you owned a tennis centre you could consider dedicated pages for areas such as:

• Tennis Camps
• Tennis Lessons
• Tennis Coaches
• Tennis Court Hire
• Tennis Equipment

If you were to lump all of these areas onto one page you would be diluting the search engine effectiveness for all of the terms. Gone are the days of a 1 page "brochureware" website to cover your entire business. Using the tennis example you would create dedicated pages that carried exclusive content on each page for the keyword being targeted on that page. For example on the ‘Tennis Lessons' page you would use all of the tips covered throughout the rest of this section to create a page with a high ratio of the words ‘tennis lessons' appearing on it. Do not sell yourself short; take the time to create individual pages with relevant content for your important keywords. Users will be rewarded with more relevant content and will be more likely to contact you.