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Definitions of Terms Commonly Used in Keyword Search Engine Optimization

Keyword Density - The number of occurences of a key term in relation to the total content. Key word page density is calculated by taking the number of key word occurences, and dividing by the total number of words on a page. Page density of targeted key terms should be between 3% and 7%. Keyword density is often calculated per tag, per section, and/or per page. As an example, the density of key terms in relation to all other text in the page title tag is extremely important. Important tags, such as the title tag and link anchor text, should have a greater keyword density, even as much as 100% ( without repetition ). The page density, while still worthy of consideration, is far less important, as long as there is adequate representation of the targeted terms.

Keyword Proximity - Key word proximity refers to the distance in space, as measured in words, between two words or two key phrases. The proximity of a word or phrase in relation to each other and other key phrases is extremely important when determining how to use word combinations in page titles and page content.

Keyword Prominence - Key word prominence refers to the importance of a key word or key term, as measured by 1) the position of the key term in relation to the rest of the text in any given position and 2) the density of the key word or term on a page and across an entire web site. Words and/or phrases that appear first in a title, heading, and paragraph are given a greater level of importance in ranking considerations. Managing the prominence of key words, terms and phrases is important for: The entire web site architecture Each page Each title, heading, and all link anchors The design of paragraph content

The Importance of Key Word Proximity

Keyword Proximity refers to the distance between two related key terms. Generally speaking, the shorter the distance between two targeted words, the better that page will rank for that "key phrase" in the major search engines, all other variables being equal.

As an example, consider the heading or title "We sell engines that are remanufactured for all makes and models of trucks made by Ford Motor Company."

• 18 Words
• 4 Key Words - 22% keyword Density
• 2 Key Terms - Fragmented

The keyword combinations to consider here are "remanufactured engines" and "ford trucks." Notice the distance, or proximity, between the keywords "Ford" and "trucks", the distance between "engines" and "remanufactured", and the distance between the two key phrases in relation to each other. These factors are very important to consider, especially the distance between Ford and engines.

To optimize a phrase for keyword proximity:

"We sell remanufactured engines for Ford Motor Company Trucks, including all makes and models."

At this point, two concepts need to be addressed: key word prominence and keyword dilution.

Key word prominence refers to the position, sequentially, of a key word or phrase in relation to the rest of the text in any given area. Generally speaking, words at the beginning of a tag/section/paragraph/heading or area are assigned a greater value than those occuring at the middle or end.

Key word dilution refers to the effect of text in the given area that is not directly related to the key terms being targeted, or the effect that targeting multiple key terms or phrases has on each other.

Consider "Remanufactured engines for Ford Trucks": Remanufactured engines has a greater keyword prominence than Ford Trucks. Considering that there are 4 non-stop words ( "of" is a stop word that will be ignored accept in cases of exact searches ), and two key phrases, the density of each phrase is 50%; the keywords are diluted by 1/2.

"Remanufactured Ford Truck Engines": Engines is reduced in importance, Ford gains in importance, and remanufactured still has the greatest prominence.

Our end optimized title, by applying both prominence and proximity:

Remanufactured Ford Truck Engines - all makes and all models.

To increase key term density, thus reducing the dilution, the "all makes and models" can be removed; this is logic filtering ( removing irrelevant text to reduce dilution and increase key term density ).

Variations for key term breadth:

Ford Truck Engines - Remanufactured

Engines, Ford Trucks: Remanufactured

Remanufactured Engines - Ford Trucks

The keyword density in this title would be 25% for each word, which is excellent, as each word is part of a targeted term. The density of the key phrases is 50%, i.e. "remanufactured engines" and "Ford trucks".

The four variations above could be used to improve the key term density in the body of the page without repeating the key terms in the exact same manner.

If the site theme were remanufactured engines, then the page title: "Remanufactured Engines - Ford Trucks" or any logical variation would be ideal.

If the site theme were Ford Trucks, then an ideal page title would be: "Ford Trucks - Remanufactured Engines"

If the site theme were engines, then an ideal page title would be: "Engines, Remanufactured - Ford Trucks"

Proper web copy writing and technical writing addresses all of these issues as a logical step in the writing process.

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...did you know?

...that in search engine optimization, paying careful attention to the internal linking structure of a website is just as important as acquiring high quality outbound links from other quality websites?