One of your secondary pages might be about “buying a golden retriever puppy”. So “buying a golden retriever puppy” should be your primary keyword for that specific page. Your page should also contain other closely related keywords such as “golden retriever puppy features”, “good golden retriever puppies”, “golden retriever puppy pricing”, and so on.

Here are some of the key elements that each of these secondary pages should contain:

1. Your primary keyword (”buying a golden retriever puppy”) should appear in the “title” tag – the text that shows up in the blue title bar of the page.

2. Your page should begin with a <h1> heading tag which contains your primary keyword. For example, you title might be “Buying a Golden Retriever Puppy – Some Tips”

3. Your introductory paragraph should contain your primary keyword, and probably one or two instances of other closely related keywords.

4. The rest of your page should focus on related keywords with those keywords emphasized in the text and in sub-headings (using the h2, h3, or h4 tags.)

5. Most “experts” say your closing paragraph should also contain a few instances of your primary keyword.

6. Your page should contain a navigation menu with anchor text using the primary keywords for each page pointing to all the other important pages within your site.

7. You may also want to include a “resources” section which links out to other important resources – including other closely related resources you have created – such as articles, videos, products, squidoo pages, blogs, and other websites.

Start thinking of your pages from the optimization point of view, and they will begin to do much better in the search engine rankings.