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Keyphrases are combinations of words which are targeted by webmasters wishing to optimise their web pages for search engines. This means that the webmaster will attempt to include the words in the copy of their web pages, particularly in prominent text such as descriptions and headings.
The aim of this is to boost the web pages' rankings in the SERPs by increasing the relevance of the page for the targeted keyphrase. When a user searches for the keyphrase, the webmaster hopes that his page will be listed high up in the results. Pages are ranked more highly which contain the keyphrase in prominent places. Keyword density is also factored in to the analysis of the web page.
When choosing keyphrases to target for a website, it is wise to select more specific terms, because general phrases are more competitive, and it will be very difficult to get ranked highly for these terms.
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