The rule to optimize for only 1-2 keywords per page has been repeated so often that it has become set in stone. Actually, some people say 2-3 and others say 3-4. I did a check in Google for: optimize page “1-2 keywords” -searching. I replaced the numbers each time and the one with the most sites turned out to be 2-3. If democracy is truth then 2-3 keywords is the way to go.
So is it best to optimize each page for 2-3 keywords?
The truth is that it depends on the competition, back links and the importance of the keyword.
For example, if there is very little competition, you can optimize for more keywords on a page. Even if you don’t get a top position for each keyword you can still get traffic if you have a visible position (a visible position is defined by how many positions your persistent clients are willing to consider before starting a new search).
If there is a lot of competition you may want to create a new page so you optimize less keywords on each page. However if you can’t justify the time, you can also create an ad very quickly on the search engines. It is usually faster to create an ad than an additional page which has to be optimized. The results are also more predictable. The disadvantage is that you must pay for every click and costs have a tendency to go up with time.
In many cases you may want to create a new page and an ad to show on the search engines. Make sure to test to see if your ads are cannibalizing your natural search positions.
A strategy for each keyword
Depending on the circumstances you may optimize existing pages, create new ones, run search engine ads or use a combination of the above. Don’t rely on conventional wisdom regarding the number of keywords to optimize for on each page. Every keyword needs its own strategy.