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Keyphrase

A keyphrase is a term giving to a word or phrase that is used to describe your website’s main themes, also used by search engines to describe the actual phrase typed into a search engine’s search bar. Keyphrases are used in SEO to promote your website through search engine results. Search engines look for keyphrases within a webpage’s text to better determine if that webpage is relevant to a particular search query. They also look for keyphrases in the anchor text of links to webpages.
 

Keyword

The term Keyword is used to describe a single word keyphrases (see definition above). (Meta) Keywords are also used as a Meta tag when building a web page.
 

Keyphrase Density

Keyphrase density refers to the amount of times a particular keyphrase is mentioned on a webpage in relation to the total number of words on a page. The overuse of keyphrases within one webpage may be considered by the search engines as spamming. This means a webpage is trying to appear more relevant for a keyphrase than it actually is. See keyphrase stuffing for more information.
 

Keyphrases Analysis

This process involves researching the best keyphrases for a particular website. This is usually achieved by using many different tools, resulting in a list of the best keyphrases, in terms of ROI, to be optimised for that particular website and client.
 

KEI – Keyphrase Effectiveness Index

This is a formula to identify the best targeted keyphrases. The formula takes into account the monthly traffic for a keyphrase divided by the amount of competing webpage’s. The higher the result of the formula the more achievable the keyphrase will be. For example: KEI = (P*2/C)*1000(P= popularity of the search C= competing webpage’s) This can then be used in your website optimisation efforts.
 

Keyphrase Research Tools

These tools can save time when researching your keyphrases but be aware, some are more accurate than others depending on the sources used. The most common and most used are Google’s own keyword tool, and the often problematic overture tool. The overture tool is now a part of the Yahoo PPC system which can be used when starting a PPC click campaign using the Yahoo portal.
 

Keyphrase Stuffing

Keyphrase stuffing is achieved when adding a keyphrase too many times to a webpage. This has been done by many unethical web designers to try to deceive the search engines into thinking that a webpage is far more relevant to a search query than it actually is. Because of this the search engines have punished keyphrase stuffing: the search engines have developed advanced algorithms to detect these unethical tactics and hence the tactic is used less nowadays.

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