Keyword Prominence, Density, Proximity and Frequency Tips


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Larry L Miller SEM/SEO Consultant

Larry L Miller SEM/SEO Consultant

Keyword Prominence, Density, Proximity and Frequency Tips

In today's article we want to talk about the importance of Prominence, Density, Proximity and Frequency of keywords and keyword phrases in a web site. The site should meld well together and flow naturally without overstuffing or spamming of keywords. The site must have a natural flow of information and be pleasing to the reading audience with your keywords or keyword phrases strategically placed throughout the content area. It's vitally important to understand how a web site is seen by the search engines. The engines will analyze your site and determine if the site has good keyword rich content that is in compliance with their spamming and stuffing guidelines.

Make sure your content is easy to read, and provides a natural flow of informative content to the user, yet does not appear as spam to the search engine spiders. The most harmful thing you could do is to keyword stuff your content to the point that the search engines considers your site as spam and they end up penalizing you severely even to the point of banning your site. The information provided below should help you avoid questionable areas and assist you in staying in compliance with the search engine guidelines.

Keyword Prominence

The definition of Prominence is; "a measure of keyword importance that indicates how close a keyword is to the beginning of the analyzed page area." If a keyword is used at the beginning of the title, in a heading or even close to the beginning of your content area, the search engines will consider that word more important than other words. A 100% Prominence will be given if your keyword appears at the top of the content area, however the same keyword in the middle of the content area may only have 50% effectiveness. The search engine will give more credence to your site if that keyword appears at the top, middle and at the bottom of the page.

Keyword Weight / Keyword Density

Keyword weight and keyword density are used in the same mathematical percentages when referring to this element of the overall review. When the density is manipulated to earn higher engine rankings it is considered by the search engines as spamming. The definition of keyword weight/density is: "a measure of how often a keyword or phrase is found within any area of the web page such as Title, Headings, Anchor Tags and Text content against all other words in the site."

Density is calculated by the number of words in the key phrase multiplied by the frequency and divided by the total number of words. This calculation also includes your keywords and keyword phrases. If you need to increase the density, either add keywords or reduce the word count of your page.

The search engines strongly recommend that you maintain a density within the body content of between 3-7% for each keyword you use on a page. It is suggested that each page of your site should contain no more than 3 keywords or keyword phrases and distributed as follows. This would mean that the use of those keywords would be considered as acceptable by the engines if they were used between 3-7 times for every 100 words in your content area.

Keyword Frequency

Frequency in your content refers to; "the number of times your keyword is used in the analyzed area of a page. This refers to the total "absolute count" number of words on a page and has nothing to do with the density we talked about earlier. I don't know of a search engine that doesn't use frequency as a measure of keyword importance. The pages with more keywords will get a higher ranking because the more keywords used, will be rated with more relevant results. If used within limits.

On the other hand, too many keywords will be deemed by search engines as keyword stuffing."Keyword stuffing" is probably the oldest trick used by spammers to artificially inflate page rankings as well as the most abused technique spammers has used over the years. I suggest that you do a "Google Search" regarding this subject matter, and learn as much information as you can about spamming and keyword stuffing. It may keep you out of trouble with the search engines in the future.

Keyword Proximity

Keyword proximity refers to; "how close keywords that make up your key phrases are to each other." This is a major part of the ranking process used by popular search engines like "Google, Yahoo and Bing." It's advisable to use keyword phrases, rather than one keyword at a time. Put as many keywords and phrases as possible close to each other for effectiveness, however, always keep the flow of your content clear, and making sense to the reading audience as well as the compiling with the search engines.

To learn this concept more clearly, you can review other web page designs and determine for yourself whether you would consider their content format as being good or bad. Learn by their mistakes and incorporate a good keyword proximity ratio for your own site, based on the information you've learned in this experiment.


It's imperative that all the elements we've talked about today in this article be in compliance with the search engines for your site to become totally optimized for better search engine rankings. Always practice, good balance of keyword prominence, keyword density, keyword frequency and keyword proximity as discussed above.

Maintaining a natural flow of organic sounding text is the best way to avoid being nailed for spamming with the search engines. Write like you talk without any hype, smoke and mirror and you should be OK.

If you need help in balancing your own web site correctly with the latest search engine algorithms, give the eBiz Solutions Team a call today. Call now for a free "no obligation" consultation.

"Let's Build Your Business Together"

Larry L Miller SEM SEO Consulting

Larry L Miller - SEM/SEO Consultant specializes in promoting clients to "Top Positions on Google, Yahoo and Bing". Mr. Miller is the promotions director for BLM Traders the leader in Automated Marketing Tools. Private Line: 321-594-4405, Skype:larrylmiller121

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