What is Keyword Density?
Keyword density measures how often a specific keyword appears in a piece of content relative to the total word count.
This is typically shown as a percentage. To calculate keyword density, you divide the number of times the keyword appears by the total word count and then multiply the result by 100.
For instance, if your target keyword shows up 15 times in an article that’s 1,500 words long, the keyword density would be 1%. If you increase the usage to 30 times, the keyword density would rise to 2%.
Importance of Keyword Density for SEO
Keyword density is not important for SEO anymore, as it’s no longer considered an SEO ranking factor. Modern search engine algorithms have evolved to the point where they can accurately understand the content of a page and how well it aligns with search intent through other means.
Google has repeatedly reiterated this point, advising SEOs to avoid fixating on keyword density.
Keyword density, in general, is something I wouldn’t focus on. Make sure your content is written in a natural way.
– John Mueller
Keyword Density Best Practices
Although keyword density is no longer a critical ranking factor, there are still some best practices to follow when creating content.
1. Don’t Aim for a Specific Keyword Density
There’s no magic number when it comes to keyword density. Trying to hit a specific percentage isn’t necessary and can even backfire. Google discourages practices like “keyword stuffing,” where keywords are forcefully inserted into content to manipulate search rankings. This SEO strategy not only goes against Google’s guidelines but also leads to a poor user experience, which Google prioritises.
Instead of fixating on the concept of keyword density, focus on writing naturally. Keywords will naturally appear in your content without needing to be forced in. By following this approach, your content remains user-friendly and aligns with Google’s emphasis on high-quality, relevant content.
2. Prioritise Topic Coverage
Rather than obsessing over how often your keyword appears, thoroughly cover the topic at hand. Google now evaluates the depth and breadth of content on a topic, so it’s more effective to ensure your content covers all relevant aspects.
To determine which subtopics to include, research what’s already ranking well. Search for your target keyword, review the top-ranking pages, and identify common themes or subheadings. These insights will help you structure your content to meet searchers’ expectations.
For example, if you’re writing about “content marketing,” you might notice that top-ranking pages often include sections on “What is content marketing?” and “Why content marketing is important.” Incorporating these subtopics will likely enhance your content’s relevance and comprehensiveness.
3. Place Keywords Strategically
While you should avoid overstuffing your content with keywords, it’s still important to include your primary keyword in key areas of your content. This includes the title tag, H1, URL, and meta description. However, this should be done naturally—don’t force keywords into these elements if they don’t fit seamlessly.
If a slight variation of your keyword fits better, don’t hesitate to use it. Google’s algorithms are advanced enough to recognise close variations and understand the intent behind your content. For instance, if you’re targeting the keyword “how to rank on Google” but your article is a listicle, it might make more sense to title it “8 Ways to Rank on Google.” This variation won’t hurt your rankings and might even enhance user engagement.
4. Check Your Keyword Density
Use a keyword density checker tool, like Frase, for example. Without realising it, you might be adding in too much of a keyword which can hurt your rankings.
