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Identifying Keywords to Improve a Web Site Text Content

The steadily increasing competition of internet web sites makes it both more difficult and more important to attract and retain users. However, it is not always possible to determine beforehand which content is most appropriate to reach this goal, since the behavior and requirements of users can be heterogeneous and changing over time. In order to improve a web site text content, it is necessary to better use the words that have proven to attract the user interest. In this paper we introduce a method to identify such keywords in the text content of an operating web site. The effectiveness of the method was tested in a real web site, showing its benefits.