On the Internet, users generally land on a website text page via a Google search query. The better a text ranks on Google, the higher the digital attention will be. Good web texts are therefore search engine optimized. The Google algorithms are trained to recognize the relevance of a text for a specific search term based on keywords and synonyms.

In a search engine optimized text the main keyword must therefore appear with a certain frequency: approximately 1 to 2% of the words. In addition, it contains synonyms and words within the context of the main keyword. However, an inflationary collection of the search term is damaging. Keyword spamming can have a negative influence on the Google ranking.

In the early years of the World Wide Web, keywords were ascribed with an overwhelming significance – today the use of search engine optimized keywords is more reserved. Finally, the quality of the website text and user feedback are what determine a good Google ranking. Google measures the dwell time and takes a negative stance on high bounce rates.