One keyword per page?
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I have a health insurance lead gen domain.
One of the keywords I want to rank for are "student health insurance".
If I have a related keyword like "aetna student health insurance", is it better to include that keyword and backlinks with that anchor text to my "student health insurance" page or do a separate page for that keyword?
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In a lot of cases I optimize the same page for several related keywords - like in your case.
The only thing I follow is to place a tier one keyword and tier two, three related keywords and know/ be sure which one is which so the plan is crisp and clear.
I usually optimize more for the main keyword and I use most of the on-page optimization for this particular keyword. I optimize tier two and three on the same page without cutting any modules from the main one (using some h2,h3 maybe and to be sure the page has a good % of the main keyword first and then the second and third tier ones.)
The anchor text for links that will point to this page will vary and I think that is a good thing - a natural thing and it will help overall including your link diversity.
It's better to have more anchor text with the links for your page and not only "student health insurance" as anchor text.
Overall is a natural thing to rank for more then one keyword especially for long tail variations.
However, that's just my opinion. I do that a lot in my optimization sessions and the results so far based on this strategy are good.
Hope it helps.
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Generally, it's nice to have one page per keyword, as it's the best way in my opinion. However, you can easily target multiple terms on one page using link building and anchor text!
I would say another page never hurts, just write some outstanding content for it and you're good to go!
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