Keyword Placement
Having a high keyword density is not the end of the matter. Not all keywords are created equal. Keyword placement covers
two broad topic areas:
Keyword Location
Where your keywords appear within your text is important. For example, Crawlers assume that text near the
beginning of the page is important. Counterintuitively, they may also give extra weight to keyword occurances
at the bottom of the page since, if you are talking about a subject at the top of the page and you're still talking
about it at the bottom of the page this may be a sign that the topic is important.
Keyword proximity (a measure of how closely together two keywords appear in the text) is also used by the search engines to determine
relevance. For example, a page where the words 'snow' and 'boarding' appear in the same sentence is likely to be more
relevant to a user searching for 'snow boarding' than one where the words appear in different sentences, perhaps discussed in different contexts.
Keyword Weighting
Search engines also pay attention to the weighting or stress aplied to words within your text. Words in bold, for example,
might reasonably be assumed to have greater importance than words in normal typeface. Some examples are given below:
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Bold
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Italics
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Large Font
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Bullets
A special case of this rule is the weighting applied to words appearing in certain attributes and elements within
the html of your page:
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Title
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H1, H2, etc
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URL
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Meta Description
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