Yesterday’s blog post discussed the relevance of IP addresses in relation to search engine optimisation. In today’s post we will outline the meaning of a number of other important terms commonly used in digital marketing whilst discussing SEO.
Keywords: is the term used to describe the words or phrases typed into search engines when conducting a search. Keywords are at the core of search engine optimisation as the whole objective is to drive traffic to a site through attaining high rankings for the relevant keywords. At a later date we will do an in depth blog post explaining how to select the appropriate keywords as part of your digital marketing strategy. A common factor overlooked in by many companies is that in most cases 80% of their business is likely to be generated by approximately 20% of the keywords they are targeting. Hence to ensure a high return on investment from your search engine optimisation campaign it is essential to ensure that your keywords are carefully selected and as part of your digital marketing strategy your target keywords are divided into levels of importance; e.g. primary, secondary and tertiary keywords.
Keyword Density: is the density of the target keywords in a piece of content; e.g. a webpage. The figure can be calculated for any keyword by dividing the frequency of the target keyword in the content by the total word count and multiplying by 100. For example if the target keyword was ‘Cosmetic Surgery’ which appeared 10 times in a piece of content of 1000 words its keyword density would be 1%.
Keyword Stuffing: is a term commonly used in digital marketing to describe the excessive usage of target keywords to attain rankings. Although search engines do not provide a clear figure as to what constitutes as keyword stuffing most digital marketing experts agree that in general keyword densities of greater than 8% start to approach the realm of keyword stuffing and could result in search engine penalties. Keyword stuffing is also used in SEO to refer to the excessive repetition of keywords in a websites meta data.
Key Phrase: another term commonly used in digital marketing to describe the words search engine users type into the search box when conducting a search.
Key Phrase Analysis: A structured approach to identification of key phrases used to attract visitors to a site through search marketing is often in digital marketing referred to as key phrase analysis.
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