There are many factors that come into play when using keywords in your website. Below we will go over several of them.

Keyword Density
When you see or hear the term keyword density, it generally refers to the percentage of keywords contained in the content of a web page.

There are varying opinions on what the optimal keyword density ratio should be, and it varies from search engine to search engine. In general, we use a keyword density ratio in the range of 2-8% for our clients.

Keyword Frequency
Keyword Frequency is how often a keyword appears on the page or in an area on the page. Generally, the more times a keyword appears on the page, the more relevant it will be to that search.

However, you don’t want to go crazy with frequency since most of the major search engines will penalize your site for keyword “spamming” if they feel you are being excessive. In general though, use your keyword in the document in as many different areas as you can, and as many times as is recommended for that engine.

Keyword Prominence
Keyword prominence refers to how prominent you keywords are within a web page. In other words, if they are close to the beginning of your content they would be more prominent than if they were in the middle or at the end.

The general recommendation is to place important keywords at, or near, the start of your web page’s content and in the title or meta tag.

Keyword Proximity
Keyword proximity refers to the distance between keywords as well as phrases that include the keywords without repetition and with contextual relevance.

Keyword proximity measures the closeness between two keywords. Generally, the closer the keywords are, the better.

For Search Engine Optimization,the proximity of the keywords or keywords included in a phrase in relation to each other and one another is of great importance and is the basis of using the appropriate combination of the words in the page titles,headers,paragraphs and page content.