The effect webpage body keyword location has on ranking in search engine results: an empirical study.

Kritzinger, W.T. & Weideman, M.

Published Online

Kritzinger, W.T. & Weideman, M. 2005. The effect webpage body keyword location has on ranking in search engine results: an empirical study. Cape Peninsula University of Technology, Cape Town. Online:

The growth of the World Wide Web has spawned a wide collection of new information sources, which has also left users with the daunting task of determining which sources are valid. Most users rely on the web because of the low cost of information retrieval. Other advantages of the web include the convenience in terms of time and access as well as the ability to easily record results. It is also claimed that the web has evolved into a powerful business tool. Examples include highly popular business services such as and It is estimated that around 80% of users utilise search engines to locate information on the Internet. This of course places emphasis on the underlying importance of web pages being listed on search engines indices. It is in the interest of any company to pursue a strategy for ensuring a high search engine ranking for their e-Commerce website. This will result in more visits from users and possibly more sales. One of the strategies for ensuring a high search engine ranking is the placement of keywords in the body text section of a webpage. Empirical evidence that the placement of keywords in certain areas of the body text will have an influence on the website's' visibility to search engines could not be found. The author set out to prove or disprove that keywords in the body text of a web page will have a measurable effect on the visibility of a website to search engine crawlers. From the findings of this research it will be possible to create a guide for e-Commerce website authors on the usage, placing and density of keywords within their websites. This guide, although it will only focus on one aspect of search engine visibility, could help e-Commerce websites to attract more visitors and to become more profitable.
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