How it is calculated
Keyword density = (number of times the keyword appears ÷ total number of words) × 100
Does keyword density matter?
Not as a target. Search engines understand topics, synonyms and context, there is no ideal percentage, and Google has said keyword density isn’t something it uses. What matters is that the page clearly covers what the searcher is looking for.
It is still a useful warning sign: if one phrase repeats so often that the text reads badly, you are close to keyword stuffing, which breaks Google’s spam policies.
What to do instead
- Use the main keyword where it fits naturally: in the title, the H1, the opening paragraph and a few headings.
- Cover the related subtopics and questions searchers have.
- Use synonyms and natural variations instead of repeating one phrase.
Keyword density example
A 500-word page about “wedding photographer Leeds” uses the phrase 25 times, which is 5%. It reads badly: “Our wedding photographer Leeds team is the best wedding photographer Leeds has.” The page is rewritten with the phrase in the title, the first paragraph and a few headings, and natural words around it. The density falls to under 1%, the page is clearer, and it ranks as well or better.
What to check instead of density
- Does the page answer what searchers want, in the first screen?
- Is the main topic in the title, the H1 and the introduction?
- Does it cover related subtopics, questions and terms that an expert would include?
- Does it read well aloud?
- Does the page include something useful that competing pages lack?
Keyword density mistakes
- Aiming for a number such as 2% or 3%, which Google does not use as a rule.
- Repeating the exact phrase in every sentence.
- Hiding keywords in tiny or invisible text, which breaks spam policies.
- Ignoring synonyms and natural wording.
Keyword density FAQs
What is the difference between density and keyword stuffing?
Density is a measurement. Keyword stuffing is overusing keywords to manipulate rankings.
Where should I place keywords?
Naturally, in the title tag, headings and body. See keywords and latent semantic indexing.