To take your initial scenario, change your basic premise. (Remember,
I`m still learning this stuff too, but have a good "explainer.") Think
in terms of `blocks` of text, like in a layout design.
To the left of all pages is a block of menu stuff. Up at the top of the
pages is a block of banner and tab stuff, maybe some shopping cart
stuff. In the middle, above the fold, is a picture and some paragraphs
that talk about what`s going on with a particular page.
Now, below that, can be the block for SEO content. In that block, often
below the fold, is what "appears to be" further discussion of the
benefits of Widgets. In fact, it has nothing to do with it other than a
cursory reference to widgets.
Consider the word "widget" (a placeholder for "anything").
Widget must fall within a set of some larger "thing," right? Let`s say
that the overall set is "tools." The general public, not the niche
market, is going to go to Google in search of a "tool." They won`t
search for a Widget if they`ve never heard of it. Nor will they search
for "The Great American Widgets and Wodjits company" if they`ve never
heard of that. But they WILL search for "tools."
Within the set of ALL tools, Widgets probably have some relationship to
a few of them---a subset. Let`s say they`re related to electric drills.
The site itself is going to likely have many pages, so let`s say 10
pages for the entire site. On the first page, the home page, the
content is all about how Widgets are a "tool," and how they "related to
drills." That`s all it needs. The "theme" is "tool and drill." It could
be "tool" and "spaghetti," if the Widget is used to make spaghetti.
On the second page, perhaps a schematic of Widgets, or maybe a page of
testimonials, or a map of how to get to the Widge company, there`s that
content. However; in addition, there`s an SEO "block" that now takes up
the theme of "home improvements." Tools are used in home improvements,
and Widgets are a tool. (In the spaghetti version, it could relate to a
theme of "kitchens" or "cooking.")
Another theme might be "do-it-yourself" or "do it yourself." Widgets
are like drills, which are tools, often used in the home, for "do it
yourself" projects. I`ve mentioned 2 themes, so with 10 pages, there
are 8 opportunities remaining.
On the "check out" page of the shopping cart, most people are just
verifying that the money is right, address, and so forth. But that
doesn`t mean there can`t be content that begins with something like:
"Thank you for your order of Widgets. The Great American Widgets & Wodgits company,
makes of tools such as the Widget and other fine drilling machines,
tries to always hold our customers as valuable. In your do-it-yourself
project, if you have ANY trouble with our drill-like machine, please
feel free to contact the Great American Widget company.
See? Nobody but a machine would really read all that. But the machine
DOES read it. And so, here`s another page that has relevance to a
search for "tool drill" in Google, or Yahoo!, or MSN.
The "theme" is typically directly related to the master set that
subsumes the Widget itself. However, if you start with "tool" and come
down the pyramid, you end up with every tool ever invented by mankind,
all purposes to which those tools apply, and every project that`s ever
been accomplished using tools.
If you then constrain Widgets to "like drills," then you have all
drills that have ever been invented, and all tools that are similar to
drills. Each of those is a "theme," in that it`s something on which
people might likely search the Internet for information.
A much more sophisticated skill is to combine the SEO block with the
actual content block on a page. But how do you put 6 instances of
"Widgets" or of "do-it-yourself" or "handheld drill" into a block of
content about directions leading to the Widget company? That`s a real