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The term keywords will further be related to words included in the text of HTML document and supposed request of search engine user, who searches for information on theme matching with document theme. Search engines count text relevance by building a frequent words raw. The more frequently this word is found in text, the higher relevance as for the user's request it gets.  Depending on the competition level and the purpose set, number of keywords may dither from 2-3 to 10. The lower keywords number the document is oriented on, the higher frequency these keywords may be found in text with, the higher their relevance is. Documents of a high relevance are oriented on two, three keywords, and each of them is found in text in

correlation of 1 to 20 (5%). Keywords, found in text with high frequency, can be related by search engines to spam. Potential audience rate Keywords should be picked at information search with respect to the frequency of their use. As a rule, people use first taken into head words. Exactly these words should be oriented on. However, the highest document relevance to request appears when not only separate words match, but also separate phrases as well. It is desirable (but not necessary) to include only keywords to keyphrases. As key you should pick phrases, which can be used by potential audience at information search with highest probability. Competitiveness??? The higher relevance keywords have, the higher competitiveness they give the document. However, competitive resources relevance level, due to outer factors (popularity, outgoing links quantity) can be evaluated by search engines much higher. In this occasion it is better to use synonyms or words related by meaning. At deflection from the most popular keywords group, there goes the decrease of potential audience size by several orders (1-3). It is important to take into consideration potential audience rate, which uses keywords for search, the document oriented on. Otherwise, the document will be oriented on extremely small audience. The use of commonly used words (car, book, commerce) embraces almost all net users searching for information upon these themes. But, competition then will appear between all resources upon this theme. More specialized words (carburetor, folio, overdraft) will reduce the competition level, but the audience size then will decrease. At work with keywords the potential audience rate will also be dependent on the phrase size. The longer phrase the document is oriented on, the lower the competition level, but, as a result, the audience rate is lower as well. You should pick keywords in such a manner in order to receive the resources list (first10) performed by search engine, and part of these resources (style, information) will give to positioned document in. This doesn't mean that you may enter first10. There is a number of factors, the most important of which are outgoing links and attendance.

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