In information retrieval, an indexed term, topic term, title/subject term, or identifier, in a text, is a single term that captures the entire nature of the subject of a particular document. Subject terms constitute a well-defined and directed vocabulary for convenient usage in bibliographic retrieval. Title/subject terms are used to describe the subject of a particular document while subject terms provide predefined terms to specifically refer to that subject in the metadata.
One of the key benefits of keyword searching is increased page rank due to the increased number of inbound links from related web pages. The increased page rank results in higher search results rankings. Keyword search is also used to gain exposure in search results for specific keywords. Higher search results positions result in increased traffic to a site. This increased traffic is beneficial because it allows a site to expand its market and generate more inbound links.
Most search engines allow users to search for specific terms and phrases. These search engines then rank sites based on the relevance of each keyword phrase to the subject matter of each site. For example, Google ranks web pages according to the volume of inbound links from other web pages. Page rank is based on the keyword density or occurrence. Higher keyword density improves the ranking.
One of the challenges of optimizing websites to attain top rankings is making sure all of the relevant keywords are used in the content. Many sites offer a “sponsored results” section that displays sponsored links. Google restricts the number of such links that can be displayed in the sponsored results section. With this rule, it becomes important to determine the appropriate number of keywords to optimize each website. To help users understand the concept of search engine optimization, it is helpful to relate this understanding to the basic human understanding of words and how they are used.
Humans use language to communicate and understand ideas. Keywords, just like any word or phrase, have particular meaning to certain people searching for information. The intent of a searcher determines the significance of a keyword. Google proposes two broad classifications of keywords: personal and contextual. Contextual keywords are those that accurately describe the topic, but are not specifically used to locate the subject. Personal keywords are those that are used to recruit employees, guests, and customers.
To determine the strength of a keyword, a mathematical equation is required to determine its relationship to other keywords. This equation relates the keyword’s intent and associated search volume (the total number of times the keyword appears on Google’s search results page) to the search volume of its closest competing keyword. In essence, the keyword’s search volume at a particular time is the measure of that keyword’s overall impact on its competition. This helps ensure keyword strength and allows marketers to build traffic potential around specific key phrases.