Keyword density has long been considered a ranking factor.

Some consider it an essential piece of the SEO puzzle to get a Page 1 position in Google.

Why is it so appreciated?

We know keywords are important to Google. It’s difficult to rank content for a certain term when the words don’t appear in the text on the page.

Some SEO companies help add to this belief that there is an ideal keyword ratio to copy that will maximize your chances of earning high rankings.

Keyword density has long been considered a ranking factor.

Some consider it an essential piece of the SEO puzzle to get a Page 1 position in Google.

Why is it so appreciated?

We know keywords are important to Google. It’s difficult to rank content for a certain term when the words don’t appear in the text on the page.

Some SEO companies help add to this belief that there is an ideal keyword ratio to copy that will maximize your chances of earning high rankings.

For example, if a keyword is used 26 times in a 1,000-word article, then it has a keyword density of 2.6%.

There are various claims about the “best” keyword density to look for. You may hear 2%, or 5%, or even up to 10%.

So why do people think that keyword density is a ranking factor?

Unlike other ranking factor myths, this one is actually based – keyword density was a real thing. But we’ve been talking for a long time in the early days of the search.

However, the idea persists today. Why? The thinking is this:

Keywords send signals to Google about the types of queries for which a page should appear.

If too few keywords are used, Google may not understand what the page is about.

If too many keywords are used, then Google may see this as an attempt to manipulate search rankings, which is not welcome.

So some people believe that there is a specific keyword density that is “exact” – a happy environment between using too many and too few keywords.

However, there is no magic number to get the best results for everyone. That’s not how Google works today.

The truth is quite simple: using keywords is important, but reaching a certain ratio will not help your SEO efforts.

In fact, a webpage can rank for a keyword even if that keyword never appears on that page. Which blows up the idea of ​​keyword density almost instantly

Keyword density as a ranking factor: Evidence

To answer the question of whether keyword density is a Google ranking factor, we look at an official Google video from 2011, which is as accurate today as it was then.

The video features Matt Cutts, who worked with Google from 2000 to 2015. He was the head of Google’s webspam team and acted as a liaison between the company and the SEO community.

Cuts confirmed that there is no ideal keyword density for Google. He said that excessive use of a keyword can do more harm than good.

Mentioning a keyword several times can help rank it, but more than that, it can cause Google to see it as a keyword stuffing.

If the keyword density is not a ranking factor, then what is the right way to use keywords?

Once you’ve identified the keywords you want to use, Cutts recommended that you write content long enough to integrate those keywords into your copy in a natural way. Read the content aloud when you’re done writing, and listen to any sounds that don’t sound right.

If the copy sounds artificial, loose, or written by a robot, this is a reasonable indication that the keyword has been used too many times. On the other hand, if it sounds natural, then you’re on the right track.

Using synonyms when possible can help you avoid repeatedly using the same keyword. For example, in this text, we could change ‘keyword density’ to ‘keyword frequency’.

Synonyms are also a great way to get a reader’s attention and can even help rank other terms. Google understands synonyms, which means that a page may be ranked when not optimized for the exact term entered in the search bar.

Keyword density as a ranking factor: our verdict

Your keyword density may have worked at some point. Ask any long-time SEO professional, and you’ll hear a lot of anecdotal evidence that keyword density worked – and it worked pretty well.

Today, though?

Keyword density is simply not worth emphasizing. As long as you use the word or phrase a few times, as you probably would if you didn’t target a certain report, then you’re good.

At the very least, use the keyword in the page title, meta description, and first paragraph. Then limit the use to a few more times during the copy.

There is no perfect percentage of keywords to use because keyword density is not a ranking factor.

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