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Keywords:

Keywords are the words that are used to reveal the internal structure of an author's reasoning. While they are used primarily for rhetoric, they are also used in a strictly grammatical sense for structural composition, reasoning, and comprehension. Indeed, they are an essential part of any language.

There are many different types of keyword categories including: Conclusion, Continuation, Contrast, Emphasis, Evidence, Illustration and Sequence. Each category serves its own function, as do the keywords inside of a given category.

Website and Search Engine Keywords:

On the web, a keyword is a reference to the content and/or the type of meta element included in a given web page's HTML code to aid in the page's indexing. A keyword meta element may include several comma-separated keywords (or keyword phrases, each of which may contain several individual words) as follows [1]:
<meta name="keywords" content="keyword,another keyword,one more keyword" />

Looking back in the 90's, the search engine crawlers were relatively poor in terms of analysis capabilities, and, thus, the meta keywords were a simple way to detect the topics of a page. Historically, it has been the first way to optimize for search engines, however, no major search engine today claims to read the keywords which has raised the question of whether they are still needed at all.

Query terms:

The term "keyword" also refers to the terms or phrases submitted by a user of a search engine. For example, a search of the phrase "keyword search" via the Google search engine reveals a set of search engine results that relate to the specified topic "keyword search". The link with the meta keywords previously defined was real in the last century, however, the search engine are actually using much more advanced techniques (statistics, natural language processing, web topology...) to enhance their results and thus the decreasing relation between those two type of keywords.

But a technical definition of "keyword" does not provide insight to their significance or how to work with them successfully. Significance is straightforward: as more and more of human knowledge is digitized and therefore 'searchable,' the ability to understand and successfully develop, organize and manipulate keywords leads directly to access to critically important information, and gets information to the right audience.

Working with keywords:

There are two aspects to working with keywords: from the perspective of the information provider, and from the perspective of the information users (i.e. "producers" and "users").

Information producers: For information publishers (meaning anyone providing digitally searchable content they want to be found by a given audience), there are a tremendous number of subtleties to developing a keyword framework that a) adequately describes the content, and b) connects that content to the right audience. The first mistake many publishers make is to 'underdescribe' their content by using a keyword that is too general to be useful. For example, to say the keyword for this essay is "keywords" would be such an 'underdescription' -- a better keyword (really, keyword phrase) would be something like "keyword development" or "keyword definition" or "how keywords are used." The second mistake publishers frequently make is to not put themselves in the mind of the searcher, but to instead use keywords that are relevant to them. The easy fix for this lack of perspective is simply to do the footwork: make a list of keywords that might be relevant and then verify whether or not they garner searches by checking the list on a database that collects such information and provides "suggestions" that you may never thought of (Keyword Discovery, Wordtracker and Overture are just three such services). Never make assumptions -- for example, according to one of the keyword databases listed, "keyword assistance" gets zero searches per year but "keyword research" gets 50 searches per year. [Note that a very common error is the "verify" a keyword by typing it into a search engine and seeing how many web pages come back. This indicates is how many pages have that keyword in their content, not how many people are searching for that keyword, and there is no relationship between those two datum.] It is important to keep in mind the need to be flexible -- there are as many ways to describe something (and develop a search query for it) as there are people with keyboards -- but not too flexible. The goal is precision, and the searcher will appreciate efforts to describe precisely what your content is about if it is precisely what they are looking for.

Information users: Precision of the keyword phrase is of paramount importance to the searcher. Search engines are so powerful that they frequently return listings that ranges from exactly the user intent to completely irrelevant results. Careful consideration of exactly what the searcher wants is a prerequisite. Even more, searchers need to be familiar with ways to structure a search to get the information they want.

It is well worthwhile to investigate the advice search engines provide for successful querying. Some of the very useful tools for structuring keyword phrases include quotes, brackets, and boolean operators:
Quotes: Placing a keyword phrase in quotes tells the search engine "Return pages/documents with these words, in any order"
Brackets: "Return pages/documents with these words in exactly this order"
AND: AND is used to logically connect two search queries. [Note -- AND must be capitalized in the search query] "Find an instance of these two keyword phrases within 25 words of each other." Very handy for “localizing” a search, for example: “Ethiopian restaurant AND St. Louis”.
NOT: NOT is used to exclude pages/documents that contain two identified keyword phrases. [Note -- NOT must be capitalized in the search query.] For example, if the searcher wanted information about Paris the City of Light, not Paris the celebrity, the proper query would be "Paris NOT Hilton." Some search engines uses "-" (minus sign) instead of NOT; had this been the case the search would have been "Paris - Hilton".

Note there are no universal syntax conventions. Different search engines implement different grammar rules for the above-mentioned productions.

FrontPage Tips Setting up your FP Page Options:

Here is another interesting tip for you FrontPage fans out there. One of the first things you should do before setting up your FP web is to configure your page preferences in Page Options. You do this by going to...

Tools > Page Options > HTML Source

The HTML Source tab is where you can make or break your FP web. Years ago I got away from the typical tabbed or indented html layout. I now use a left justified layout and will use HTML comments (<!-- Comments Here -->) when necessary to separate content. Comments are treated as HTML markup and are ignored by indexing spiders.

I have my Page Options set up like this...
Formatting
Tags names are lowercase (Checked)
Attribute names are lowercase (Checked)
Allow line breaks within tags (Unchecked)
Indent: 0 spaces
Right margin: 2000 characters (Prevents code wrapping)

You want to make sure that the allow line breaks within tags is unchecked. If checked, you will typically run into the hanging </p> or </td> tags which cause spacing problems within your copy.

Once you press okay, all pages developed in that web will maintain those properties until you go back in and modify them. When you do, then there is a somewhat time consuming process of reopening each page that has already been built with the previous preferences, and resave them going through this routine...

While in normal view go to...

Tools > Page Options > HTML Source > Reformat using the rules below (hopefully your new preferences).

Now switch to HTML view and go to...

Tools > Page Options > HTML Source > Preserve existing HTML.

Before you Save, you may want to strip out the two proprietary FrontPage Tags if they are there. You do this by right clicking your page in FP Normal View and go to...

Page Properties > Custom > User variables

...and remove the two FP specific META tags. Once you do this, they will not reappear unless you right click on a page in normal view and go through the page properties tabs. Its the Custom Tab that will bite you. If you view that tab and then press okay, you've just reinserted the two FP tags.

Best thing to do is work with an initial test page for your web. You can experiment with the preferences and see which ones you like. I would strongly suggest using the format I've got set up as it makes for some very clean and optimized html. It also puts you one step closer in the transition to xhtml.

Googlebot Robots META Tag - Metadata Elements

The Robots META Tag for Googlebot is meant to provide users who cannot upload or control the /robots.txt file at their websites, with a last chance to keep their content out of Google's indexes and services.

The "robots" tag is obeyed by many different web robots. If you'd like to specify indexing restrictions just for googlebot, you may use "googlebot" in place of "robots".

<meta name="googlebot" content="robots-terms">

Googlebot obeys the noindex, nofollow, and noarchive Robots META Tag. If you place the tag in the head of your HTML/XHTML document, you can cause Google to not index, not follow, and/or not archive particular documents on your site.

The content="robots-terms" is a comma separated list used in the Robots META Tag for Google that may contain one or more of the following keywords without regard to case: noindex, nofollow and/or noarchive.

noindex
Document will not be indexed by Googlebot.

nofollow
Internal and external links in the document will not be followed by Googlebot.

noarchive
Google will not archive a copy of the document (Google's Cached Page).

nosnippet
Google will not display snippets and will not archive a copy of the document (Google's Cached Page). A snippet is a text excerpt from the returned result page that has all query terms bolded. Google Remove Snippets

If this Robots META Tag is missing, or if there is no content, or the robot terms are not specified, then the robot terms will be assumed to be "index, follow" (e.g. "all") which is the default indexing behavior for most major search engine spiders.
Examples of the Googlebot Robots META Tag

The tags to include and their effects are:
The robots term of noindex will produce the following effect; Googlebot will retrieve the document, but it will not index the document.

<meta name="googlebot" content="noindex">
The robots term of nofollow will produce the following effect; Googlebot will not follow any links that are present on the page to other documents.

<meta name="googlebot" content="nofollow">
The robots term of noarchive will produce the following effect; Google maintains a cache of all the documents that we fetch, to permit our users to access the content that we indexed (in the event that the original host of the content is inaccessible, or the content has changed). If you do not wish us to archive a document from your site, you can place this tag in the head of the document, and Google will not provide an archive copy for the document.

<meta name="googlebot" content="noarchive">

You can also combine any or all of the above robots-terms into a single META Robots Tag for Google. For example:

<meta name="googlebot" content="noarchive, nofollow">

Additional information on specific Googlebot Robots META Tags can be found at Google's Web Crawler page and also at Remove Content from Google's Index page.
Misinterpretation of the Standards

Googlebot's default indexing behavior is to index, follow or all. The below Robots META Tag is not required nor is it suggested in the Google guidelines which clearly state that the use of the Robots META Tag is for restricting the indexing of content.

<meta name="googlebot" content="index, follow">

When utilizing the above Robots META Tag, you are adding page weight (HTML bloat) that is not required. You shift the text to html ratio when inserting the additional code within your documents. Utilizing metadata elements like the example shown above may not present a professional image to both your peers and potential clients.