Examples of keyword stuffing
- Repeating the same phrase in almost every sentence: “Our cheap shoes are the best cheap shoes, so buy cheap shoes here.”
- Lists of cities, phone numbers or keywords with no real content around them.
- Hidden text, such as keywords in the same color as the background.
- Keywords crammed into alt text, title tags or URLs.
Why it doesn’t work
Search engines understand language, synonyms and topics, so repeating a phrase doesn’t make a page more relevant. It does make the page harder to read, which puts off visitors and signals low quality.
How to use keywords the right way
- Use the main keyword where it fits naturally: in the title, the H1, the introduction and a few headings.
- Write for the reader, using synonyms and related terms.
- Cover the questions and subtopics the searcher cares about.
- Read the text aloud: if it sounds unnatural, rewrite it.
Before and after: fixing a stuffed paragraph
Before: “We are the best plumber in Leeds. Our Leeds plumber services include Leeds plumber repairs and emergency plumber Leeds callouts. Call the best plumber Leeds today.”
After: “We are a family-run plumbing firm covering Leeds and nearby towns. We fix leaks, replace boilers and answer emergency calls day and night. Tell us what is wrong and we will give you a fixed price before we start.”
The second version has the topic and the place, tells the reader what they get and reads naturally.
How to find and fix keyword stuffing
- Read the page aloud. If it sounds odd, it probably is.
- Look for blocks of repeated cities, phrases or numbers at the bottom of the page.
- Check hidden text, tiny fonts and text the same colour as the background.
- Check the title tag, alt text and URLs for repeated terms.
- Rewrite with synonyms and real information, and delete the lists.
Keyword stuffing mistakes
- Stuffing a footer with a list of towns.
- Writing alt text as a string of keywords.
- Adding invisible text “for the crawlers”.
Keyword stuffing FAQs
What is the safe keyword density?
There is no safe percentage. See keyword density and black hat SEO.
Can I be penalised for it?
Yes, with demotion or a manual action. See alt text and title tags.