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Things to Consider

There are many things to consider when you go to
put keywords in the text of your pages. Most search
engines index the full text of each page, so you should put
your keywords throughout your text. However, each
search engine uses different ranking algorithms. And that™s
the really hard part--difficult though it may be, you need
to keep all of them in mind.


General rules
Your main page should be full of keywords because
that page has a higher chance of being indexed than other
pages. And for some search engines, it will be the only
page that is indexed.
Some engines will rank your page highly if it has at
least 100 words on it, so consider that your minimum.
Directories include pages based on the quality of their
content, so make sure your pages aren't just lists of




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keywords. If you do that, you risk not getting in the big
directories AND you will irritate readers”they won™t come
back.


Important design concepts
When you create your pages' content, pay attention
to:


• Keyword prominence
• Proximity
• Density
• Frequency


The thing about keyword prominence is that the best
place to place keywords in your text is at the top of each
page, preferably the main page. The closer your keywords
appear to the start of the page or the start of a sentence,
the better. You'll frequently see “keyword prominence”
used to describe search engines' algorithms. Be aware
that some engines also say the bottom of the page should
contain keywords as well.
It gets more complicated. Search engines view
pages differently than people do. Here's an example:




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Home About Products Contact
Us


Chrome. We™re all about chrome. Chrome bumpers,
chrome trinkets, we love chrome.


Now, you may think you did pretty good by putting
your keyword, which was obviously “chrome”, at the top of
your page. A search engine, however, sees your page this
way:
Home About Us Products Contact Chrome We™re all
about chrome Chrome bumpers chrome trinkets we love
chrome


Now your keyword placement doesn't look nearly as
good as it did before, does it? So the moral of the story is:
try to put keyword-rich text at the very top of your page.
If you put images at the top of your page, make sure to
include ALT tags so the search engine ignores them.
Now, about keyword proximity. Some engines, such
as Google, use keyword proximity as part of their ranking
formulas. So what™s it mean? Keyword proximity refers to
how close keywords are to each other. You want to put




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your keywords as close together as possible and make
sure your sentences are clear.
Here's an example:


Meow Mix sells the very best cat food as far as taste
tests of actual cats are concerned.


versus


Meow Mix scored number one in taste tests to see
what kind of food is really preferred by the typical cat.


The two keywords are "cat" and "food." If a user
searches for "cat food," the first sentence will rank higher
because its keywords are closer to each other. Why do
search engines do this? Because if you™re searching for
“running shoes”, a page that contains “running shoes” is
probably relevant, but a page that contains, “I was running
late for work and forgot to put on my good shoes,”
probably is not.
Why is keyword density important? Because, as I
said earlier, it measures how often that particular word
comes up. Keyword density is also known as keyword
weight. The higher the percentage of keywords in
relationship to other text, the higher your page will rank”
to point. Many search engines, Google included, have




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gotten wise to the fact that extremely high keyword
densities are probably contrived.
Here's an example of how keyword density it
measured. Let's assume the keyword phrase is "cat food."
Cat food is our only business.
Since "is", "our," and other stop words are usually
not counted, there are three "words" in the sentence:
"puppy food," (which the search engine counts as one
word, since that™s what it™s searching for), "only," and
"business." "Cat food" composes 1/3 of the sentence, or
33%.
Realistically, keyword density is almost never this
high, nor should it be or your copy will sound very
contrived. The recommended density is 3-7%. This means
that your keyword should repeat 3-7 times for every 100
words.
Sure, that may not sound hard, but believe me--
having 10 keywords and trying to repeat each one 3-7
times per 100 words of text is practically impossible.
Instead of trying to do that (and having copy that sounds
really weird), pick two or three of your most important
keywords and try to use them 3-7 times for every 100
words.
So what about keyword frequency? Keyword
frequency is a measure of the number of times keywords
occur within a page's text. It's kind of related to the




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concept of keyword density. The thinking is that search
engines want to see a word used more than once to make
sure it™s something you™re really talking about. The best
number of times to repeat a key word is 3-7 times.
Don't get overly clever and try to use tiny or invisible
text to put keywords at the beginning of your pages.
Search engines look for this, and when they find it they
call it spam and they™ll probably reject your site for it.
So, in a nutshell, you want to:
• Include at least 100 words in page text
• Use keywords at the beginning of the page
• Place keywords close to each other
• Repeat keywords 3-7 times for every 100 words




Likes and dislikes of Googlebots

What™s a Googlebot? It™s one of the little web-
searching spiders (automated) that I talked about in the
last section. And these spiders have definite preferences,
so you want to make sure your content is good spider
food.


Spiders like:




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• Neat code”less lines of code than lines of text
(or more lines of text than lines of codes.)


• Normal keyword densities of 3-7%.


• Lots of backlinks on pages that link back to
your home page. (Top sites have an average
of 300 backlinks.)


• Original content not found anywhere else.


• Quick downloads of sites, which means not a
lot of dynamic URLS to other sites.


• Site maps.


• ALT Tabs for images.


• Link partners who are contextually relevant to
your page (i.e., if your page is about buying
real estate, links might about be how to get
loans, how to prospect for deals, how to start a
corporation¦but not about pet gerbils, latest
fashions, or cell phones.)




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• New content every time the spider comes to
check up on your site.




Spiders do not like:


• More lines of code than text.


• Nested tables.


• Super-high keyword densities, which they call
“keyword stuffing”.


• “Doorway pages” that act as a portal and
which just happen to have super-high keyword
densities.


• Too many backlinks to your home page from
within your domain.


• Duplicate content from another site”
regardless of who stole what from whom.


• Lots of dynamic URLs that cause a site to take
forever to download.




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