META Description: This is a Meta tag that provides a brief description of a Web page. It is important the description clearly describes the purpose of the page. The importance of the Description tag as an element of the ranking algorithm has decreased significantly over years, but there are still search engines that support this tag. They log descriptions of the indexed pages and often display them with the Title in their results.
The length of a displayed description varies per search engine. Our Meta Keywords Advice is to place the most important keywords at the beginning of the first sentence - this will guarantee that both users and search engines will see the most important information about your site.
META Keywords: This is the Meta tag that lists the words or phrases about the contents of the Web page. This tag provides some additional text for crawler-based search engines. However because of frequent attempts to abuse their system, most search engines ignore this tag. Please note that none of the major crawler-based search engines except Inktomi provide support for the Keywords Meta tag.
Similar to the description tag, there is a limit in the number of captured characters in Keywords meta tag. interactivepoint's advice is to use keywords that will be relevant to the content of your site. We also will also advise avoiding repetitions as search engines can penalize rankings. We will also move the most important keywords to the beginning to increase their prominence.
Keyword Frequency: Frequency is the number of times your keyword is used in the analyzed area. Search engines use frequency as a measure of keyword importance.
Search engines also rate pages with more keywords as more relevant results, and score them higher. However, our Meta Keywords Advice recommends not using too many keywords, since most search engines will penalize you for this practice for being seen as an attempt to artificially inflate rankings.
Keyword Weight: Keyword weight is a measure of how often a keyword is found in a area of the Web page like its Meta tag, Title, Heading, Anchor name, Visible text, etc. Unlike keyword frequency, which is just a count, keyword weight is a ratio.
Keyword weight will depend on the type of keyword, that is if the keyword is a single word or phrase. If the keyword includes two or more words it will add to the weight ratio in the weight formula, and not as one keyword
Keyword weight is also calculated as the number of words in the key phrase multiplied by frequency and divided by the total number of words (including the keyword).
So, to increase the keyword weight, we suggest to either add some more keywords or reduce the number of words in the page area. The proportion of the keywords to all words will become larger, so will the keyword weight.
Many search engines calculate keyword weight when they rank pages for a particular keyword. Normally, high keyword weight tell search engines that the keyword is extremely important in the text; however, a weight that is too high can make search engines suspect you of spamming and they will penalize Website rankings.
Keyword Prominence: Prominence is another measure of keyword importance that relates to the proximity of a keyword to the beginning of the analyzed page area. Being the keyword that is used at the beginning of the Title, META Tags, Heading, or on top of the visible text of the page is considered more important than other words. Prominence is a ratio that is calculated separately for each important page area such as a title, headings, visible text, anchor tags, etc.
HTML pages are written in a document-like fashion. The most important items of a document's visible text are placed at the top, and their importance is gradually reduced towards the bottom. This idea can be also applied to keyword prominence. Normally, the closer a keyword to the top of a page and to the beginning of a sentence, the higher its prominence is. However, search engines also check if the keyword is present in the middle and at the bottom of the page, so you should place some keywords there too.
