If you do one favor for your website this year, don’t keyword stuff your site. Confusing Google bots by stuffing every keyword you’re are targeting into every page makes for poor ranking as well. Imagine inviting an event planer to your house to help you plan a small reception of guests next week. The planner arrives at your house expecting the unusual layout and prepared to see what they have to work with to accommodate your guests.
But in your excitement to impress your friends, you decide to do something unusual by putting a toilet in every room, as well as a bed, dresser, oven and refrigerator. Now the even planner shows p at your door and wants to look around. She might walk in and look confused for a minute before she began her survey. “Where is the bathroom?” you hear her ask. “Well there is one in EVERY ROOM!” you exclaim excitedly. “You can do anything you want in any room you choose. Isn’t that GREAT?” You wring your hands excitedly for her reaction and watch as she uncomfortably makes her way around each room. Her bewildered face eventually betrays the truth. You have gone too far and made a general mess of your house.
The truth is that in your excitement to be everything for everyone you have missed the importance of having separate rooms. People like to eat in kitchens or dining rooms, wash up in bathrooms and sleep in bedrooms. There is a comfort to knowing what to expect and the functionality of a house works very well that way. Websites are no different and when your friendly Google bot (event planner) comes over for a visit you want her to be able to quickly and efficiently determine what each of your rooms is for and where to direct your guests (traffic).
Homepages are for helping your potential clients find their way around. It should have good pictures and a few links to places you think your customers would want to go. The text on your homepage should be as general as possible so people can quickly determine whether they want to stay or go.
Your about page is for just that, telling about the history or story of your business. Listing the services you provide is fine but choose to promote the core values, attitudes and beliefs of the company rather than keywords specific to your products or services.
Your sales or product pages is where you can place information and keywords specific to what you do or sell and if you have many products, choose different keywords for each page. Make the pages unique and you will have a 100% better change of ranking on a search engine than you will muddying the water with every possible scenario, product and piece of information about what you offer to your clients.