Keywords - the theory
The term keywords will concern further to the words entering into text HTML
of the document and in prospective inquiry of the user of search system, looking
the information on the subjects conterminous with subjects of the document.
Relevance
Search machines count relevance of the text, building a frequency number from
words. The more often the word meets in the text, the greater, in relation to
inquiry of the user, it receives relevance.
Depending on a level of a competition and a task in view the quantity of
keywords can change from two - three up to ten. The on smaller quantity of
keywords the document is adjusted, the these keywords can meet greater frequency
in the text, and that above their relevance.
Highly relevant documents are guided by two, three key words, each of which
meets in the text in the ratio close to 1 to 20 (5 %). The Keywords meeting in
the text with greater frequency, can be apprehended by search systems as a spam.
Volume of a potential audience
Keywords should steal up in view of frequency of their use, at information
search. As a rule, people use the first occurred words. Also it is necessary to
be guided by these words.
But the highest relevance of the document to inquiry arises, when separate words,
and phrases coincide not. It is desirable (but it is not obligatory) that
keywords entered into key phrases only.
As key it is necessary to choose phrases which with a high probability can be
used by a potential audience at information search.
Competitiveness
The greater relevance they have keywords, the greater competitiveness give to
the document. But the level of relevance of competing resources, because of of
some external factors (popularity, quantity of external references), can be
estimated by search machines more highly. In this case it is necessary to use
synonyms or words faithful.
At a deviation from group of the most popular keywords there is a reduction of
the size of a potential audience by some orders (1 - 3).
It is very important to consider volume of the potential audience using for
search keywords on which the document is adjusted. Otherwise the situation when
the document will be focused on extremely not a significant audience is possible.
Use of common words (the car, the book, commerce) covers at once almost all
users of a network looking the information on these themes. But also to compete
it is necessary with all resources on the given subjects.
More specialized words (the carburettor, the volume) will lower a level of a
competition, but also the size of an audience will decrease.
At work with key phrases the volume of a potential audience also depends on
the size of a phrase.
The on longer phrase the document, the below a level of a competition is charged,
but also the size of an audience is less. To be guided by a phrasemore than from
4 words it is not meaningful - few chances, that somebody will type it.
It is necessary to choose keywords so that at inquiry the search machine gave
out the list of resources (first ten), a part from which on quality (style, the
information) concede to the positioned document.
But it does not mean, that it is possible to enter at once in ten. There are
some more factors, most important of which - external references and attendance.
16.03.2007. 19:46
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