The next factor used by search engines to determine keyword importance (or relevance) is proximity. Keyword proximity refers to how close the keywords that make up your keyphrase are to each other.
As an example, consider these two alternative headings:
" Printing Business Cards & Letterheads
" Business Card Printing & Letterhead Printing
While the first option is perhaps more elegant English, the second will produce better rankings for a page optimized on either “business card printing” or “letterhead printing,” as the relevant words appear next to one another and in the correct order.
In short, you should always endeavor to keep your keywords together as a unit. Where this is not possible (i.e., the text would not read well for a human user), do your best to keep them not too far away from each other. For example, “business card and letterhead printing” is still an improvement on “business card and letterhead stationery and printing services.” The reason proximity works is that search engines are machines that follow ruthless logic. If someone searches on “letterhead printing” then logic dictates that pages full of the text “letterhead printing” – or linked with the anchor text “letterhead printing” – are more likely to be relevant to the searcher than pages that do not exhibit this characteristic.
As an example, consider these two alternative headings:
" Printing Business Cards & Letterheads
" Business Card Printing & Letterhead Printing
While the first option is perhaps more elegant English, the second will produce better rankings for a page optimized on either “business card printing” or “letterhead printing,” as the relevant words appear next to one another and in the correct order.
In short, you should always endeavor to keep your keywords together as a unit. Where this is not possible (i.e., the text would not read well for a human user), do your best to keep them not too far away from each other. For example, “business card and letterhead printing” is still an improvement on “business card and letterhead stationery and printing services.” The reason proximity works is that search engines are machines that follow ruthless logic. If someone searches on “letterhead printing” then logic dictates that pages full of the text “letterhead printing” – or linked with the anchor text “letterhead printing” – are more likely to be relevant to the searcher than pages that do not exhibit this characteristic.
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