Term Glossary


A keyword is a word or phrase that a user types into a search engine. For example, if a person wanted to buy red shoes online, they might type in the keyword, “red shoes,” on a search engine. Keywords are used by search engines to make sure the content being delivered to users is relevant. Both SEO and PPC use keywords in their marketing campaigns.

Keyword Density

Keyword density is the percentage of times any given keyword or phrase appears on a single website’s page against the total number of words on that page. In SEO, keyword density is used to help determine a specific keyword or phrase’s relevancy on that page. For search engines, too little use of a targeted keyword or phrase is seen equally as negative as over use (commonly referred to as keyword stuffing).

For example, if your target keyword is ‘luxury real estate’ and that keyword is used only once or twice on an 800-word count page, you may not see any real ranking consideration from search engines for that phrase. Alternatively, if you use that keyword 20 times on an 800-word page, search engines will feel the keyword is purposely being over used for ranking consideration and unnatural – which can result in content penalties that can negatively affect your ranking.

Keyword Stuffing

In SEO, keyword stuffing refers to the black hat SEO technique of overloading webpages with a set of keywords or numbers to try to manipulate search engines into giving favorable ranking results for those given set of keywords. Often these keywords appear in a list or grouped together and can be both in or out of context to the website’s focus or topic.

Note that keyword stuffing penalties are not exclusive to using a high number of unique keywords throughout the site, but can also be seen negatively by search engines if your site is over-using even a single keyword that is not natural prose.


A Key Performance Indicator, or KPI, is a measurable value that shows businesses how effectively they’re achieving their objectives. These are good tools for measuring a company’s success at reaching their goals. They will vary from business to business, depending on your industry, department, and what you’re looking to track. For example, an eCommerce site may want to track sales, revenue or even new customers – any of these could be their KPIs.