Keyword Prominence

 Keyword Prominence can be explained as the way or method by which robots or bots determine the value or importance of each word in any given section.

Almost all the search engines try to identify the most important words or links on a page or in domain. As the robots or bots are software, they depend upon the HTML to understand what the text is about and how important it is. If there is no guidance from HTML on a page, then the robots depend upon the Keyword Prominence to determine the importance of each word.

Keyword Prominence says that the closer a word is to the front of analyzed area of text, the more prominent it is. Spiders or bots feel that the word used in the beginning of a text is most important and prominent when compared to rest of the text. So they assign highest value to the beginning word and words that follow are scored lower.  

Consider this example

Movie from Universal Pictures

Universal Pictures Movie

Both mean the same as per humans, but if you are trying to optimize your site for the keyword “Universal Pictures”, then as per keyword prominence rule, you should use the title as “Universal Pictures Movie” as this has more prominence over the other title “Movie from Universal Pictures”.

Tip: Words that are marked between the heading tags are scored higher. Highest prominence goes to H1 tag, then H2 and H3.