One of the keys to generating search engine traffic is to get your site into the top 5 or 10 positions on the search engines for the keywords and keyphrases that matter to your business. It's often hard to get your home page to score high for specific keywords or keyphrases, since it is the most general entrance to your entire website content. Your best strategy is to write a series of focused content pages, each of which features a particular topic and keyword or keyphrase. These pages aren't general, but very specific.

Once you've written your first draft, test the webpage against the Page Critic feature in WebPosition Gold (www.wilsonweb.com/afd/webposition.htm), an excellent search engine optimisation software tool
Page Critic's detailed analysis will guide you through the process of tweaking your webpage wording, title, meta tags, headlines, alt tags, etc., so that the page has a better chance of ranking high on the search engines.

For competitive words, you can't rank high on Google and other search engines without lots of incoming links, so work on linking strategies, too, such as reciprocal linking with complementary sites.
Nevertheless, these focused content pages should be an integral part of your website strategy to boost rankings.

Note: The doorway or gateway pages recommended in the past can be penalised by search engines as duplicate content.

The design decisions? A functional website must generate traffic, so you must intentionally include focused-content webpages in your site to pull that traffic to you. Decide on which keywords and keyphrases are worth writing focus-content webpages around. Which words are key to driving the traffic we need? List at least six.