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Definition of Keyword
A word used in a performing a search.
Keyword Research
Definition
The search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
Information
Keyword research consists of at least three major steps:
(1) discovery - finding as many keywords as possible relating to your Web site. Online tools exist to speed up the discovery process by allowing marketers to search for related keywords and their relative search popularity.
(2) ROI analysis - finding the most valuable keywords for your Web site. The most generic keywords are the most widely searched, but also the most competitive, and sometimes bring mediocre conversion rates. Generally, phrases that most accurately describe specific qualities of a site yield the highest ROI.
(3) competitive analysis - analyzing the strength of competitors for potential keywords. Competitive factors include how attentive sites are to optimization issues and the number of relevant inbound links they have received. Clustered metasearch engines such as Ixquick and Zworks can provide a quick overview of the competitive landscape on any given search term.
Keyword Density
Definition
Keywords as a percentage of indexable text words.
Information
Note - Keyword density can vary when analyzing a page for various search engines. Different search engines may use different stop words or stemming techniques, resulting in a word being counted by one engine and not counted by another. Aside from the problem of determining what constitutes a word, there is also the problem of determining which tags various search engines will support. The most basic scenario might have a search engine using only text. More elaborate scenarios might have a search engine using text, ALT tags, META tags, comment tags, and a handful of other tags.
For example, if a keyword is used 5 times in page with 100 indexable text words, the page has a keyword density of 5%. Generally, keyword density should be high enough that a keyword is recognized as a main topic of a page and not an incidental, unimportant word. At the same time, keyword density should not be too high, as some search engines may penalize a page for keyword stuffing.
Search Engine Optimization
Definition
The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
Information
There is much confusion about search engine optimization (SEO) and its relation to search engine spamming. Generally, legitimate search engine optimization adds to the user experience, while search engine spamming takes away from the user experience, although there is much gray area between the clear-cut examples on either side.
Optimization involves making pages readable to search engines and emphasizing key topics related to your content. Basic optimization may involve nothing more than ensuring that a site does not unnecessarily become part of the invisible Web (the portion of the Web not accessible through Web search engines). Advanced optimization may include significant research into every element of page design, site structure, and off-the-page criteria.
Before pages can be optimized, research must be done to determine which keywords to target. This involves finding relevant keywords, determining their popularity, assessing the amount of competition, and deciding which keywords can be best supported with quality content.
