This article is focused on how you should create these KRPs. I am assuming you have a working knowledge of different HTML tags like Title tag, Meta Description tag, Meta Keywords tag, Heading tags, Alt Tag etc. If you don't, just go to http://www.utoronto.ca/webdocs/HTMLdocs/NewHTML/htmlindex.html for a good introduction to such HTML tags.

Now, let us assume that your company sells packaged tours to Australia, and that you are targeting keyword "travel to australia". Here's how you create KRPs:

The Title Tag:

The first and most important tag to consider is Title tag. You should always begin Title tag with keyword that you are targeting. Also remember that search engines are going to display Title tag while they are displaying results of a search. Hence, you need to make Title tag attractive to humans as well.

Here is one Title tag that I may have used: "Travel to Australia and discover its scenic beauty". Have a look at Title tag - it uses keyword right at beginning and also tells people how beautiful a place Australia is.

Of course, all Titles need not be like one I used. The Title that you use depends on subject matter of your site. However, you should follow all general rules that I have outlined here.

Meta Description Tag:

The Meta Description tag is used by many search engines to provide a short description of page that is listed in search results. Hence, like Title tag, it is important that Meta Description tag be keyword rich as well as attractive to humans.

The rules for Meta Description are more or less same as those for Title tag. However, content of this tag will generally be longer than that of Title. Here's what I may have used in Meta Description tag:

"Travel to Australia - We take care of all details of your trip so that you can travel with complete peace of mind."

Note how this description repeats keyword and also benefit that it stresses - it says that customer will be able to travel without having to worry about intricate details of trip - you will take care of them.

Meta Keywords Tag:

The Meta Keywords tag has become less and less important as far as search engine optimization is concerned. In fact, you can get top rankings without having anything in Meta Keywords tag at all. However, just to be on safe side, you would want to include some keywords in Meta Keywords tag. You should also include some of common upper/lower case variations of keyword. The rules for Meta Keywords tag are pretty simple - don't repeat any keyword in Meta Keywords tag more than three times and don't repeat any keyword one after other. Here's what I may have used in Meta Keywords tag:

"Travel to Australia, tourism, travel to Australia, Down Under, TRAVEL TO AUSTRALIA"

Note how I have introduced "tourism" and "Down Under" just to separate different instances of keyword.

Body of page:

Now we come to actual body of page. Begin by getting hold of a nice (but not too large) picture which is applicable for page that you are creating. In present case, I might include a picture of lotus shaped Sydney Opera House. Place this picture at top of page. In Alt tag for picture, just mention your target keyword once, i.e. Alt tag would be "Travel to Australia". You can include other words in Alt tag, but it should start with keyword you are targeting.

Once you've put up picture, it is time to create a Heading for your page. Use H1 tag to do so. Again, in H1 tag, mention your target keyword once, i.e. like Alt tag for picture, H1 tag could be "Travel to Australia". Again, like Alt tag, you can include other words in heading, but heading should start with keyword you are targeting.

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