Three tips for prominent keywords

Tips for giving keywords prominence over other terms have been given by Ann Smarty in Search Engine Journal. Ms Smarty suggests emphasising the most important keywords by "basic semantic structure" and using HTML heading tags to make sure a page's structure is clear to search bots. She also advises using source ordered content, by which content rich in keywords is placed closer to the top of the page in the source code. The technique is common in online marketing trends, as Ms Smarty describes it as "simple and widely used". Finally, Ms Smarty suggests "inverted pyramid writing". This means the first paragraph should be a short summary of the entire story, with keywords. She says that handling keyword prominence properly improves rankings, crawl rates, search engine results pages and clickthroughs. Mark Jackson, president of VIZION Interactive, recently wrote in Search Engine Watch that press releases should have keywords in their first paragraph for both editors and search engines. He also drew attention to the need for a "catchy headline".