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Prominence is how close to the start of the area that the keyword appears. In general, a keyword that appears closer to the top of the page or area will be more relevant. However, sometimes it helps to have a keyword in the middle of an area, or even toward the end of the area.

For example, an Infoseek search for keyword “Pre-Owned Electronics” returned the following match:

Pre-Owned Electronics, Inc - Refurbished and Used Apple Macintosh Systems, The independent source for new, remanufactured and used Apple Macintosh computer systems, parts, peripherals and accessories. We offer a full line of refurbished as well as used… 98% http://www.preowned.com/ (Size 3.1K)

Note that the queried keyword, “Pre-Owned Electronics,” is the first word of the site title and InfoSeek returned this site as the first match. Documents that are exactly the same, but with keywords as the second or third word in the Title will often score lower. Prominence also applies to the words within the body of the document, the headings, and other tags.

Prominence plays a critical role particularly in directory based engines such as Yahoo. Often having the keyword slightly more towards the beginning of the site description or site title will make a large difference in your ranking.

Examples of prominence:

If a keyword appears at the beginning of an area, its prominence will be 100%.

If a keyword appears in the middle of an area, its prominence will be 50%.

If the keyword appears at the beginning of the area, then another repetition appears at the end of the area, the prominence would be 50%.

If the keyword appears at the end of the area, prominence would be 0%.

Keyword Prominence Tips

Keyword prominence is the placement of your keyword within a webpage, the higher the keyword appears on the page the more importance is given to that keyword. It is highly recommended that your most important keywords be placed close to the top of the HTML page, but it’s not just the body text which counts for keyword prominence. Here are my tips for optimising your website for the best prominence:

• TITLE TAG – include your most important keyword at the start of the title tag, e.g. of a title tag “internet marketing ebook, learn how to gain top search engine results with my ebook “internet marketing techniques”. (notice I mixed up the keywords at the end of the sentence, which shows how important that keyword is)

• META TAG – for the keyword and description tag make sure you use your most important keyword(s) close to the start.

• H1, H2, H3 tags - in these tags try to start with your keyword, an example could be “internet marketing ebook that doesn’t contain any hype” (remember don’t just use the keyword in the H1 tags if you can help it, doing so could make your site look spammy).

• Body text – The first sentence of your body text is quite important from a search engines point of view, try to use your keyword in the first sentence of the body text.

Performing the following tips will increase your chances of ranking in the major search engines, if you haven’t already submitted your site to the search engines read my post “search engine submission tips”