Glossary - K

keyword
A word used in a query . In SEO , pages are typically optimized for specific keywords. Keywords are targeted based on what users looking for the specific information or product are most likely to use as part of a query. Accurate keyword targeting is considered by most to be essential to effective SEO.

keyword densityA measure of the percentage of words on a page that are specifically chosen keywords . When a user enters a query , search engines display a list of pages containing the search terms . These are ranked based on (amongst many things) the percentage of words on a page that are similar to the words used in the query (keyword density). When keyword density is inflated artificially, it is often referred to as keyword stuffing .

keyword domain name
A domain name that contains keywords .

keyword phrase / key phrase
Two or more words that form a " keyword ". In SEO the term keyword is usually used to refer to both keywords and key phrases. It simply refers to words entered in a query / words a page has been optimized for.

keyword purchasing
Not to be confused with PPC , keyword purchasing refers to the practice of buying advertising space on specific SERP s. It offers a fairly high level of targeted advertising, because the ad is only displayed to users who enter specific keywords in a query .

keyword stuffing
Excessive repetition of keywords in an attempt to artificially inflate keyword density and improve a page's ranking . Keyword stuffing is easily detected by search engines and pages that use this technique are penalized.

keyword targeting
The practice of optimizing certain pages of a web site to rank well in a search for specific keywords . Keyword targeting is generally considered vital to effective SEO .

kickback marketing
A collective name for post-dotcom-bust Internet marketing techniques that focus on revenue sharing. Examples of kickback marketing include affiliate programs, pay-for-performance programs, bartering etc. The success of kickback marketing lies in its utilization of the nature of the Internet to effortlessly pass customers back and forth between affiliated sites.

KISS
Keep It Simple, Stupid. Generally considered one of the golden rules of web design, SEO and online business.