Many people think they only have to optimize for driving traffic to their home page. You should optimize for all major subject pages.

Some companies optimize for every single page of their website and some companies optimize for every single product they sell. For example, Home Depot has the word “hammer” optimized so that when you put in “hammer” in the search box, the listing for the page for hammers on their website will show up in the Search Engine Results Page. If you click on that natural ad, you will be taken to the hammer page and not to the home page of the Home Depot website.

Consistency Counts- Tips on choosing Keywords for Unique Pages:

• You should choose keywords that are consistentwith the content of each unique web page.
• You should choose head terms when optimizingfor pages with more general content.
• You should use long specific keywords for pages that have more specific content.
• You should choose a blend of both head terms and tail terms for each one of your pages.
• Choose keywords that are consistent with the overall theme of your website.
• You should choose head keywords for your home page that give the visitor the overall theme of your website. Example: If your website is about Charter Fishing, you should choose the keyword “Charter Fishing” for your home page.
• You should never try to optimize for more than one or two keywords per page. If you do this your overall optimization efforts will be diluted and it will have an adverse effect on your ranking
  potential.