Keyword density describes how frequently a keyword is used in the content of a web page in relation to the overall number of words; it is a ratio between all the content and the keyword that is usually expressed as a percentage. In terms of search engine optimization (SEO), keyword density is helpful for determining the relevance of a web page in light of a specific keyword.

Using a specific keyword as a focal point is important for writing content because it serves as a target for search engines when a user types in a query. Using the primary keyword in combination with other secondary keywords is valuable because it helps clarify the main topic being addressed on a web page. This allows search engines to determine relevancy of a web page to the search query of a user.

Keyword density has been important since the earliest days of digital marketing; it has been used by search engines as a key metric for years. But SEO strategists began to realize they could manipulate the metric via a process known as keyword stuffing–deliberately repeating keywords within the content and other locations search engines scour (e.g., title tags, meta descriptions, overall page code, etc.) in an attempt to inflate the web page relevance and leading to an unnatural search engine results ranking.

Keyword stuffing made keyword density problematic as a metric. Luckily the practice was noticed and addressed by algorithm changes: keyword stuffing now negatively affects search engine rankings. Web pages with a keyword imbalance get penalized/downgraded when tracked by search engine algorithms.

Keyword density remains an important ranking factor today. It turns out that it is important to include keywords in web page content within the natural flow of language. The natural, organic inclusion of keywords impacts the relevance of a web page as search engines crawl for results to suggest in response to a search query.

So, optimizing for specific keywords in combination with several related keywords is still a foundational element of successful SEO plans. While there is no optimal keyword density, it is not a metric to ignore because keywords inform and guide the production of relevant, engaging content, helping to create the context that current search engine algorithms track. This is key for having your website returned on the first search engine results page.

there’s much more to keyword density than meets the eye. Your top priority should always be to produce high quality content for a great user experience. So as long as you keep context in mind, you can use the keyword density metric to create content that drives conversions.

Do you have questions about how a professional digital marketing company can help you with your SEO? Do you want SEO experts to help you create content using keyword analysis? Eye See You Now is the company to call. Eye See You Now (ESYN) is an Austin, Texas-based professional digital marketing company focused on enhancing the digital presence of your business. Our committed SEO specialists have the knowledge and skills to effectively boost your SEO rankings and drive conversions. Please contact the ESYN team any time online, or by calling 512-370-4078, to discuss your digital marketing strategy and SEO plan during a free consultation. The ESYN team is ready and willing to assist you with all your digital marketing needs.