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The Importance of Key Word Proximity
Keyword Proximity refers to the distance between two related key
terms. Generally speaking, the shorter the distance between two
targeted words, the better that page will rank for that "key
phrase" in the major search engines, all other variables being
equal.
As an example, consider the heading or title "We
sell engines
that are remanufactured
for all makes and models of trucks
made by Ford
Motor Company."
- 18 Words
- 4 Key Words - 22% keyword Density
- 2 Key Terms - Fragmented
The keyword combinations to consider here are "remanufactured
engines" and "ford trucks."
Notice the distance, or proximity, between the keywords "Ford"
and "trucks", the distance between "engines"
and "remanufactured", and the distance between the two
key phrases in relation to each other. These factors are very important
to consider, especially the distance between Ford and engines.
To optimize a phrase for keyword proximity:
"We sell remanufactured engines
for Ford Motor Company Trucks, including all makes and models."
At this point, two concepts need to be addressed: key word
prominence and keyword dilution.
Key word prominence refers to the position, sequentially, of a
key word or phrase in relation to the rest of the text in any given
area. Generally speaking, words at the beginning of a tag/section/paragraph/heading
or area are assigned a greater value than those occuring at the
middle or end.
Key word dilution refers to the effect of text in the given area
that is not directly related to the key terms being targeted, or
the effect that targeting multiple key terms or phrases has on each
other.
Consider "Remanufactured engines for Ford
Trucks": Remanufactured engines has a greater
keyword prominence than Ford Trucks. Considering that there
are 4 non-stop words ( "of" is a stop word that will be
ignored accept in cases of exact searches ), and two key phrases,
the density of each phrase is 50%; the keywords are diluted by 1/2.
"Remanufactured Ford Truck Engines":
Engines is reduced in importance, Ford gains in importance, and
remanufactured still has the greatest prominence.
Our end optimized title, by applying both prominence and proximity:
Remanufactured Ford Truck Engines - all makes
and all models.
To increase key term density, thus reducing the dilution, the "all
makes and models" can be removed; this is logic filtering (
removing irrelevant text to reduce dilution and increase key term
density ).
Variations for key term breadth:
Ford Truck Engines - Remanufactured
Engines, Ford Trucks: Remanufactured
Remanufactured Engines - Ford Trucks
The keyword density in this title would be 25% for each word, which
is excellent, as each word is part of a targeted term. The density
of the key phrases is 50%, i.e. "remanufactured engines"
and "Ford trucks".
The four variations above could be used to improve the key term
density in the body of the page without repeating the key terms
in the exact same manner.
If the site theme were remanufactured engines, then the page title:
"Remanufactured Engines - Ford Trucks" or any logical
variation would be ideal.
If the site theme were Ford Trucks, then an ideal page title would
be: "Ford Trucks - Remanufactured Engines"
If the site theme were engines, then an ideal page title would
be: "Engines, Remanufactured - Ford Trucks"
Proper web copy writing and technical writing addresses all of
these issues as a logical step in the writing process.
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