How do I best optimise a page with 3 keywords that all contain 1 common word?

[Towelsrus]

I am new to this so still getting to grips with a few things.

I have a page here that I want to optimise for 3 keyword phrases.

Towels, Egyptian Cotton Towels, Personalised Towels

http://www.towelsrus.co.uk/towels/catlist_fnct561.htm

SEOmoz reports a huge number of instances of the word towels overall.

• Title 3

• URL 1

• Meta Desc 5

• H1 3

• H2-4 1

• Body 83

• B / Strong 1

• IMG ALT 11

Total Keyword Usage for this Page = 108How could i restructure meta tags and descriptions to still rank for these terms but reduce the level the word towels? Similarly as this is a category how can I reduce the term towels from other on page links?Also any extra advice regarding on page optimisation would be greatly appreciated to help our efforts

[Towelsrus]

Hi Rebekah,

Really appreciate your feedback.

You are correct in that we are looking to rank for those 3 keywords. I do agree that Towels is too generic, so I'll look at alternative keywords to replace this one.

I think the main issue with towels being mentioned so often is that the majority of these instances are links and to change them will re-write the URL's which then means a lot of additional work. We would have to look at this in more depth before carrying it out.

I'll have a little play around to see what can be easily achieved and if possible rework the menus to reduce the instances.

[RebekahMay]

Just to make sure I am understanding:

You are trying to rank for the following 3 keywords:

Towels

Egyptian Cotton Towels

Personalized Towels

If that is the case, I recommend that you do not attempt to rank for the single word "Towels".  This is too broad of a term and doesn't reflect buyer intent.  You may want to look into keywords like "Bathroom Towels" or "Buy Cotton Towels" instead.

Since I recommend disregarding that keyword, you could take that single term out of your title tag to cut down on some of that keyword usage.

The 1 word in your URL category is fine

Meta description - don't worry about, that doesn't affect on page optimization at all.  It is good to use for CTR though, so you may want to find ways to make it sound less repetitive and add a call to action.

There are a lot of references to the word "towels" in content though.  You can definitely remove those or substitute other words, or just leave some areas as something like "Egyptian Cotton" because the user is likely to know you are referring to towels in that context.

For example, your top graphic with "Towels" could possibly be rewritten to say

We offer a variety of towels to meet your needs:

• Egyptian Cotton
• Personalized and Embroidered
• For the Nursery
• For the Beach

You can probably find other areas on the page to do this as well.

I think cutting back on these references would make your internal menu links fine.  If you do change those as well, consider doing some user testing to make sure people can still find what they are looking for.