• SEOmoz, Wednesday, August 6, 2008 4:15 PM

If a client is shilling electric scooters, does it make sense to develop multiple content pages devoted to variations on the term "electric scooters"? Rand Fishkin says most likely not, but it's a dilemma that many newcomers to SEO struggle with. So he suggests asking a few questions to help decide whether to use one page to target a specific keyword (and its variants), or to split those variants up onto other pages.

First, can the variants be logically targeted on the same page, or are they unique enough to warrant substantially different content? Would you send PPC traffic for the variants to a separate landing page? Answering said questions can provide a quick read on whether building out content for specific keyword variations would lead to useful, high-quality content, or unnecessary spammy pages.

"A single page with a concentrated keyword phrase and several variations is likely to perform better in the engines that multiple offshoot pages targeting very similar phrase variants," Fishkin says.

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