K - Search Engine Optimization Glossary...

K - Search Engine Optimization Glossary for SEO terms that begin with the letter ' K ' including definitions.

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K

KPI's: Key Performance Indicators. Metrics used for quantifying objectives reflecting strategic performance of online marketing campaigns that provide business and marketing with the intelligence for assessment of measurable objectives and the direction to which objectives are headed.

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 Density: Expressed as a percentage of ‘saturation’; the number of appearances made by specific keywords or keyword phrases in the body of a word-counted text per page. EG An article on photography contains 100 words. The keyword is ‘digital’, which appears 4 times within that article; keyword density is 4%. A similar article has 200 words copy with the same number of appearances (4) of ‘digital’ making the keyword density in this instance, 2%.

Keyword Phrase: A specific word combination searchers might type into search fields. 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 a duvet might use the keyword phrase “feather-filled duvets.” Also, keywords –as triggers for ad network and contextual network ad serves – are the auction components by which PPC advertisers make their bids for all Ad Groups/Orders and campaign.

Keyword Stemming: Expanding upon a keyword by adding to its root derivative with suffixes, prefixes etc to increase variable options. EG ‘shopaholic’ could be expanded to shopaholicism, shopaholicity, shopaholicness, shopaholicabilty/ness/ment etc. (Often a nonsense word in reality.)

Keyword Stuffing: Adding an excessive amount of keyword terms to the HTML or tags on a web page.

Keyword Tag: Refers to the META keywords tag within a web page usually holding 8 – 10 (approx) keywords or keyword phrases, separated by commas, which should either be misspellings of the main page topic, or terms directly reflected in the page content where they may 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.

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