On page Analysis... how does seomoz choose to match a keyword to a url?

[PillarMarketing]

On my "On Page" analysis report it show me a couple pages that have D ratings... one key phrase is "my destination lodging" and it is matching it up with a url like mydomain.com/my-destination-hotels.html.

It says I'm ranking 37th for this term.... Is it just suggesting that I optimize this url because it is already ranking for that term?

So should I create a different page with a different url to better match this phrase?

Thanks for any ideas.

[Hurf]

The on page analysis is showing you this URL as it is the one that you are currently ranking 37th for. The Grade applied to this page is determined by many on page elements that can be better optimised to improve your Grade - and in doing so the likelyhood of improving your rankings as a result.

With regard to better optimising your page to best match your keyword - I would suggest that you first (and foremost) look at focusing on first selecting a small number of potential keyword variations that are the most relevant to your niche, your content and your customer - make sure they are targeted keyword/s rather than a very broad keyword/s (especially if the broad keyword is one that is highly competitive.)

Then I would take my shortlist of keywords and do some keyword research using something like Google's Keyword Tool or similar and examine the popularity of these keyword phrases (I would also consider selecting phrase and exact matches for these keywords) to best determine the most popular variations based on the number of monthly searches.

Try and build a URL structure that matches this keyword too - for example www.mydomain.com/villas-in-florida/

(If this proves to be a different keyword to the one you are currently using and you want to change the URL structure, page title etc and some of the copy on page you should create a 301 redirect from the old URL to the new.)

[PillarMarketing]

The site is about one destination. I will create another page specifically for that term. Thanks

[EGOL]

You probably can't create a separate page of unique content for every keyword variant of "my destination (lodging, motels, hotels, bed & breakfast, etc.).  So, you must consider your business model, assess the competition, research your keywords, and create content pages that make the most sense.

If your site is about a single city them maybe you can get enough content and have enough time to cover all of the keyword variants.  However, if your site covers every city and town in a state like California you will probably have a hard time coming up with all of that content and making it profitable.