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Knowledge Graph – the element in Google organic search results that gives encyclopedia style information about a well known object, person or brand. Usually, to be shown in the knowledge graph, the information needs to be common knowledge, or verifiable via reliable sources.
Keyword – known as either a ‘keyword’ or ‘keyword phrase’ and may be a single word or a phrase containing 2 or more words. Usually (but not always) single words occur in search more often than phrases containing 2 or more words, but phrases with 2 or more words are usually (but not always) more valuable for SEO. This is a phrase for which you will search optimise your website or web page in order to gain rank. The best source of keyword phrases is from evidence from past searches. Major search engines like Google provide access to statistics for any keyword phrases used in their search engine across the last 12 months or longer. If evidence of use exists, the keyword can be implemented in a website in a hope that that website renders in the search engine. The entire principle of Search Engine Optimisation revolves around the strategic implementation of keyword phrases. SEO services applied without the fundamental research into keyword use, i.e. by basing content decisions around assumptions only, will be less likely to succeed.
Keyword density – the percentage of use of any given keyword within any given body of text – usually a complete web page. Many SEOs try to express this as a numeric value, e.g. 2% keyword density = 2 mentions per 100 words, but I believe this sort of metric to be highly flawed as a proper indicator. I believe that keyword density may be as high as you like, so long as the text still reads well and does not seem manipulated. Obviously, it can’t be so low that you barely make mention of the keyword at all. It should be the dominant theme of the optimised page, and should be mentioned more often than any other theme in the page. Expect to have to write at least enough text to embed at least 5-10 mentions of the pivotal semantic and morphological element of the optimised keyword phrase. You may be able to achieve this with 200-300 words, but more than likely you will need to write 300-1000 words in the page to make it reasonably powerful. For a more tailored formula, refer to Step 6 in How To SEO – Writing SEO page content.
Keyword stuffing – the overuse of keywords within a body of text for the sole purpose of amplifying keyword relevance. This actually has a negative SEO effect because the sophisticated algorithms used to assess a page can detect the overuse and learn to ignore it for what it is. Keyword stuffing also refers to use an array of ‘qualified keyword pivots’. For example, plumber Auckland, plumber West Auckland, plumber Henderson etc. This is where the pivotal keyword ‘plumber’ has been qualified by a location in the hope to capture searches for a plumber in any of the locations. Clearly, a list like that makes for bad reading and is therefore counter to a good experience for the user.
Keyword cannibalism – the process of optimising more than one page in your website for the same thing to the point that you have several pages competing against each other for rank, and resulting in one or more of the pages failing to get rank despite possibly deserving it. Some pages are dropped in rank due to the “de-clustering” process in Google that prefers to give rank to several different websites on Google page 1 instead of providing many links to the same website.
Landing page – any page within a website that is designed to be the first page seen by a user. Usually, the home page is the primary landing page by default. On average, about 50% or more of your organic traffic will first come to the home page. In many small websites of 10 or less pages, the percentage of entries via the home page may be much higher that 50%. Ideally, a search engine optimised website will have as many landing pages as it does optimised keyword phrases. i.e. for every keyword phrase, create one landing page especially to capture traffic to that page, so a website that is being optimised for 20 different keyword phrases should have 20+ pages of content, as well as the usual functional pages like the contact page, about page and home page. When a website is optimised for more than 2 keyword phrases, the website’s home page should be a general introduction and be optimised for the theme, usually expressed by the broadest keywords that encompass as much of the meaning of the rest of the keywords as possible.
Long-tail keyword – a keyword phrase that contains 2 or more words. Usually, long-tail keyword phrases occur less often in search, but they are also often associated with higher levels of search intent – meaning they may provide excellent convertible value from minimal number of search referrals.
Link farm – a website that exists for the sole purpose of amassing links. Such websites present little or no value to a user, and along with the websites their links point to, are therefore targeted by penalties from the Google Penguin algorithm. Links farms existed en masse during the era when link metrics where a major contributor to rank in Google. They still exist, but usually only in the hope that SEO service providers haven’t yet figured out that link farming is bad for SEO. Links farms where sometimes proprietary – meaning the farm was owned by the entity selling the links to its clients. Many millions of websites where adversely affected by the launch of Google Penguin and lost rank almost over night. Often, the companies who created the links where no longer in operation or where not contactable, so many of the affected sites where abandoned. Some sites recovered from Penguin penalties by using a link detox process.
Link juice – the concept of passing SEO ranking credit from one web page to another via a link. There is a belief that websites can pass credit through more than one generation – i.e. a web page can gain credit from another website even if not directly connected but when there is a different website between them in the link path. There is also a belief that link juice can ‘leak’ out of a page when outbound links are connected to pages of lower SEO value. I don’t personally like the term ‘link juice’, but I think the concept has merit. Always consider how and where you get links to your website carefully and try to be on the receiving end of a flow of positive ‘link juice’.
The defenitions here are provided in my own words and reflect my understanding of them. Sorry if I get something wrong. All content is protected by Copyright law.