Keyword Frequency

This is calculated as how often does a keyword appear in a website title or description.

You do not want to go overboard with frequency, however, since on some engines if you

repeat a word too many times, you are penalized for "spamming" or keyword stuffing.

In general though, repeat your keyword in the document as many times as you can get

away with, and up to 3-7 times in your list of metatags.

Keyword Weight

It refers to the number of keywords appearing on your web page compared to the total

number of words appearing on that same page. Some search engines consider this while

determining the rank of your website for a particular keyword search.

One technique that often works well is to create some smaller pages, generally just a

paragraph long that emphasizes a particular keyword. By keeping the overall number of

words to a minimum, you can increase the "weight" of the keyword you are emphasizing.

Keyword Proximity

It refers to the placement of keywords on a web page in relation to each other or, in some

cases, in relation to other words with a similar meaning as the queried keyword.

For search engines that grade a keyword match by keyword proximity, the connected

phrase ”home loans” will outrank a citation that mentions ”home mortgage loans”,

assuming that you are searching only for the phrase "home loans".

Keyword Prominence

It is a measure of how early or high up on a page, the keywords are found. Having

keywords in the first heading and in the first paragraph (first 20 words or so) on a page

are best.

Keyword Placement

Where your keywords are placed on a page is very important. For example, in most

engines, placing the keywords in the Title of the page, or in the Heading tags will give it

more relevancy. On some engines, placing keywords in the link text, the part that is

underlined on the screen in a browser, can add more relevancy to those words.