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how many keyword phrases you should target with a new website.
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You want to cast as wide a net as you can.
Decide on a theme, and write up as many pages as you can on that theme. Each page should contain a keyword term relating to that theme, and semantic variations thereof.
The goal is to generate on-topic relevant traffic, rather than ranking just for one of two golden terms - like the difference between fishing with a line and fishing with a net. The net is less focused and specific than a line, but catches more fish.
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I have a few phrases in mind, but I'm not sure if I should spread them out (in signatures, directories, link requests), or just go full bore and only use a single keyword phrase for a while.
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I'd avoid using the exact same phrase, as Google are trying to defeat Google bombs, which can have the side effect of taking out same-keyword SEO links.
Use semantic variations of your chosen term/s.
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If the answer changes over time, when do you start adding additional phrases that you are targeting?
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Try the
Logfile Feedback Method. It doesn't get talked about much, but it works extremely well.