Glossary: New Media
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- keyword
- Word entered into a search engine query form that describes the type of content that the user wants to find. Search engines closely scrutinize a web page’s keywords to help determine its page rank.
- keyword advertising
- Online advertising model that directs ad distribution to websites relevant to the keywords for which advertisers pay. In search engine advertising, ads display when users enter keywords or phrases that match those that the advertiser buys. In contextual advertising, ad networks drop the ads into websites with content relevant to those keywords and phrases.
- keyword analysis
- Analyzing search behavior to determine the keywords that users most commonly use when searching for content of interest. Identifying these keywords helps marketers target them in contextual advertising programs, and also helps webmasters optimize a site for higher relevancy rankings.
- keyword density
- The rate at which a keyword appears in the copy of a given web page. Too low a density may hurt search engine rankings, whereas too high a density can render pages unreadable to their actual human targets. The rule of thumb for a well optimized page is a keyword density of around three percent.
- keyword domain name
- A domain name that incorporates keywords. Page rank rises when keywords appear in the web page’s address.
- keyword phrase
- Multi-word phrase entered into search engine queries that help visitors locate content relevant to their interests. Businesses use keyword phrases for search engine optimization and marketing campaigns.
- keyword stuffing
- Overly aggressive use of keywords in HTML meta tags, hidden text and even the text blocks themselves.
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