This results in 2 main issues:

• Your website homepage primarily ranks for the most keywords because a search engine may not know the most appropriate page is for a target keyword. Additionally, this leads to less than optimal user experience because the visitor is not presented with what he or she is looking for.
• If your internal pages aren’t optimized, you will lose traffic to competitors because they provide your customers or prospective customers the information they are looking for directly.

Once you have figured out your keywords and ranked them according to their relevancy ,  it’s time good to figure out the the best URL on your existing site for each keyword.

For example, let’s review a list of ogosense.com target keywords and discuss in more detail

If someone is searching for “ogosense”, we would like them to land on the homepage of our website where they are able to see some general information about our company. If someone searches for “joomla web design services”, we would like them to land on our Joomla web design page and not our other pages. Also, if someone searches for “ogo sense maintenance” we would like him or her to directly land on our Joomla maintenance page.

As you may see, this is very basic but worth the exercise. For example, you may find that you don’t have pages you should have or may need to rewrite content on existing pages to include your proper keywords.

Keep in mind that:

• If you do not have an appropriate page on your website for a target keyword, it’s better not to try to optimize a wrong page for a keyword. Instead, you should develop additional landing pages for target keywords.
• You may optimize one or more keywords for a particular landing pages. “Joomla web design” and “Joomla website design” are two different keywords but do not need separate web pages. 

When you are done, you will sort the spreadsheet by URL and be able to easily see which keywords should go on which pages:

We have found that clients who optimize their internal landing pages for target keywords have higher overall website traffic, a reduced bounce rate, and increased conversion rate because they are providing more relevant and user friendly content to their visitors.