Mostly it helps with the keywords and their proximity. Most leading engines, such as Google, pro actively use the concept of keyword proximity as part of their ranking formulas. Keyword proximity is like the reflection of proximity search - it measures how close in the text the keywords are. The best positioning is when the keyword combination act as a unit with no other words between them. Keyword proximity is applicable for keyword phrases that consist of two or more words.
We can use as an example the keyword “Melrose funeral home”. If all these 3 words are one after the other, this is the best combination for optimization. If “Melrose” is in the first paragraph on the page, “funeral” is on the second paragraph and “home” is located on the third – search engine spiders consider them as a keyword too. But this may not be as successful as the first combination unit mentioned above.
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