We are discussing everything in Web context so in
web terminology a keyword
is
a term that a person enters into a search engine to find specific information.
Most people enter search phrases that consists of between two and five words.
Such phrases may be called search phrases, keyword phrases, query phrases, or
just keywords. Good keyword phrases are specific and descriptive.
Keyword Frequency:
This
is calculated as how often does a keyword appear in a site's title or
description. You don't want to go overboard with frequency, however, since on
some engines if you repeat a word too many times, you'll be penalized for
"spamming" or keyword stuffing.
In
general though, repeat your keyword in the document as many times as you can
get away with, and up to 3-7 times in your META tags.
Keyword Weight:
This
refers to the number of keywords appearing on your Web page compared to the total
number of words appearing on that same page. Some search engines consider this
when determining the rank of your Web site for a particular keyword search.
One
technique that often works well is to create some smaller pages, generally just
a paragraph long, which emphasize a particular keyword. By keeping the overall
number of words to a minimum, you will increase the "weight" of the
keyword you are emphasizing.
Keyword Proximity:
For
search engines that grade a keyword match by keyword proximity, the connected
phrase .home loans. will outrank a citation that mentions .home mortgage loans.
assuming that you are searching only for the phrase "home loans".
Keyword
Prominence:
A
measure of how early or high up on a page the keywords are found. Having
keywords in the first heading and in the first paragraph (first 20 words or so)
on a page are best.
Keyword
Placement:
WHERE
your keywords are placed on a page is very important. For example, in most
engines, placing the keywords in the Title of the page or in the Heading tags
will give it more relevancy. On some engines, placing keywords in the link
text, the part that is underlined on the screen in a browser, can add more
relevancy to those words.
Best Places to Put
Keywords:
Here is a list of places where you should try to
use your main keywords.
·
Keywords in the <title> tag(s).
·
Keywords in
the <meta name="description">
·
Keywords in
the <meta name="keyword">
·
Keywords in
<h1> or other headline tags.
·
Keywords in
the <a href="http://yourcompany.com">keywords</a> link
tags.
·
Keywords in
the body copy.
·
Keywords in
alt tags.
·
Keywords in
<!-- insert comments here> comments tags.
·
Keywords
contained in the URL or site address, e.g.,
http://www.keyword.com/keywordkeyword.htm.
Finding Keywords:
There are many different
ways to find keywords for your website. Some good keyword ideas are:
·
Words people would search for to find your
product or service.
·
Problems your
prospective customers may be trying to solve with your product or service.
·
Keyword tags
on competitors websites.
·
Visible page
copy on competitors websites.
·
Related search
suggestions on top search engines.
·
By using an
online tools like: Google Keyword Tool
·
By analyzing
your website carefully and finding out proper keywords. This task can be done
by expert SEO Copywriters.
·
Pay attention
to stemming for your keywords - Particularly to what the root word is and what
Google considers to be a match for that word when optimizing pages over time.
·
You can do
brainstorming to identify correct keywords for your site.
What is
Word Stemming?
Google
uses word stemming. Word stemming allows all forms of the word - singular,
plural, verb form as well as similar words to be returned for a given search
query.
So
if someone types in "house plans", not only will pages that are
optimized for that phrase be returned, but so will pages that contain all
variations of that phrase, for example: "house plan", "house
planning", "house planer".
Hope
you have some understanding on keywords and how to identify them and where to
use them. Next chapter will explain you how to optimize Meta tags for better
results.
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