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SEO Glossary and SEO Definitions

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K

Keyword - A single word that relates to a specific subject or topic. For example, “glossary” would be a keyword for this document. See also Keyword Phrase.

Keyword / Keyword Phrase – A specific word or combination of words that a searcher might type into a search field. Includes generic, category keywords; industry-specific terms; product brands; common misspellings and expanded variations (called Keyword Stemming), or multiple words (called Long Tail for their lower CTRs but sometimes better conversion rates). All might be entered as a search query. For example, someone looking to buy coffee mugs might use the keyword phrase “ceramic coffee mugs.” Also, keywords – which trigger ad network and contextual network ad serves – are the auction components on which PPC advertisers bid for all Ad Groups/Orders and campaigns.

Keyword Density - The number of times a keyword or keyword phrase is used in the body of a page. This is a percentage value determined by the number of words on the page, as opposed to the number of times the specific keyword appears within it. In general, the higher the number of times a keyword appears in a page, the higher its density.

Keyword Phrase – Two or more keywords relating to a specific topic. For example, “Mind numbingly boring glossary” would be a keyword phrase to describe this document.

Keyword Stemming – To return to the root or stem of a word and build additional words by adding a prefix or suffix, or using pluralization. The word can expand in either direction and even add words, increasing the number of variable options.

Keyword Stuffing – Generally refers to the act of adding an inordinate number of keyword terms into the HTML or tags of a web page.

Keyword Tag - Refers to the META keywords tag within a web page. This tag is meant to hold approximately 8 – 10 keywords or keyword phrases, separated by commas. These phrases should be either misspellings of the main page topic, or terms that directly reflect the content on the page on which they appear. Keyword tags are sometimes used for internal search results as well as viewed by search engines.

Keyword Targeting – Displaying Pay Per Click search ads on publisher sites across the Web (see also Contextual Networks) that contain the keywords in a context advertiser’s Ad Group.

KPI, Key Performance Indicators -- KPI are metrics used to quantify objectives that reflect the strategic performance of your online marketing campaigns. They provide business and marketing intelligence to assess a measurable objective and the direction in which that objective is headed.

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