WEB MARKETING GLOSSARY - K
Key Performance Indicator (KPI)
Keyword Density
Keyword or Key Phrase
Keyword Research
Keyword Site Review
Keyword Stuffing
Key Performance Indicators (KPIs)
Key Performance Indicator (KPI) is a marketing term that can help a company realise their performance success, measuring site analytics against agreed upon goals. It is important your KPIs reflect the strategy of the company and have a defined plan to be achievable.
KPIs are useful when collating reports on factors such as new customers acquired, how existing ones are responding, or turnover generated by a promotion.
Keyword Density
Keyword density is an important method of obtaining a high ranking with search engines. When a keyword is inputted in to a search it will then scan a web page to see how many times that word appears. Don’t forget that you want the web page to make sense to humans as well as search engines, so the keywords need to be included in a readable manner that will make the user stay once they’ve arrived. If any keyword is included too often, the page could get penalized for spamming so good research is essential.
Keyword or Key Phrase
Is a word or combination of words that people type into search engine to find what they are looking for. It is important for anyone owning a site to be clear about what key words or key phrases are being targeted. Many keywords and key phrases have become very competitive especially in such sectors as travel and financial services.
Keyword Research
Keyword research is the process of sourcing the right keywords that will work for your site. Targeting the wrong keywords can be a waste of your time and money.
You may think you know the market for your product, but your customers may see it from a different angle, so it is important to have a full research process. There are methods and tools for performing this research, and it is often referred to keyword analysis.
Keyword Site Review
The process of checking a site to see how well the target keywords and key phrases have been used.
Keyword Stuffing
This is when an extremely large number of keywords are put on to a web page for the sole purpose of boosting the page ranking.
Examples of this are hiding keywords in the page by making the text the same colour as the background and overfilling alt tags with lots of keywords. This practice is known as spamming and should be avoided as it can have a detrimental effect on how the web page looks and performs, and there is a strong chance the site will be penalised by the search engines.
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