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Do search engines like bold text?

Someone told me that making your text bold on your site helps with keyword search results. I’m not sure what to think about this idea. Does Google look at your CSS file and identify whether you’re making text bold? I know that Google looks at the words you use in your link text. Hmmm…?

By Chris Tingom

Principal of Tornado Design, a Phoenix, AZ based web consultancy

5 replies on “Do search engines like bold text?”

I know for sure that google looks at words that are enclosed in , , and tags. And does boost rating of the site if those words are used elsewhere in h tags or other title tags.

Unsure about css though. Possibly inline styles, unsure about external style sheets though. My company has employed a major SEO guy from y!, so i’ll ask him next time I see him.

Actually, I’m pretty sure that indeed Googlebot and other bots pay attention to bold text, but not to your CSS. Which leads to a cheap trick I’ve used on a site :

Text :
<b>keyword</b> is cool and <b>keyword</b> is nice
CSS :
b {font-weight:normal;}

This makes sort of a keyword spamming for search engines, but makes it normal to a reader’s eye.

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