OntoSearch

Before indulging in a discussion of how much density of keywords should a webpage ideally contain, it is necessary to take a look at what a keyword is? A keyword is a word that the user searches for when using the search engine. Keywords are the function of the search engines. The ratio of the keyword to the total number of words appearing on the web page is known as the keyword density. One of the most critical aspects of search engine optimization, it can be used as a factor in determining whether a web page is relevant for a specified keyword or keyword phrase. Almost all the search engine algorithms give importance, in varying degrees, to the number of times a keyword appears on a web page. Each search engine is marked by a different calculation of keywords. While some allow a large keyword density on the webpage, others like Google place a limit on it. In order to avoid search spamming through keyword stuffing, search engines also implement measures other than keyword density. 

Ideal keyword density

There is much talk about the ideal keyword density of a web page. The bottomline here is that there is no thumb rule regarding the ideal keyword density in a website, mainly because the search engines change their algorithms frequently. Also, different search engines allow a different keyword density. So, while a more than 2% keyword density is considered spamming by Google, MSN and Yahoo allow a liberal 5% keyword density in a web page. While some search engines attach more importance to keywords in your title, meta tags and web copy, Google – the most important search engine, searches for keywords in your web page text.

Also the ideal keyword density changes with the type of keywords. When the keyword is highly competitive, the website owner should focus on not more than one word per page. Pages with low competitive keywords should ideally focus upon two or three keywords per page. More often than not, search terms comprise of moderately competitive keywords. Such keywords must be used on the home page, and must be linked with internal supporting pages.

Ideal keyword density is more of a range than a figure. A 1% – 7% keyword density is what any web page should aim for. A 1% keyword density is achieved by inserting a keyword once in every 100 words of text, and so on. But a keyword used once in every thousand words would mean a watered down keyword density, which, in turn, will mar the chances of your website figuring high in the search engine result pages.

Keyword optimization

For a search engine to rank your web site highly, focus on one or two keywords per page. This will allow the spiders to be convinced of the relevance of your page content to the keyword. Keeping a one-keyword-per-page policy is the best bet. Writing a minimum of 250 words creates enough content to naturally include a good keyword density.

All this stuff about keyword density is effective in search engine optimization only for keywords that are less than highly competitive. Fiercely competitive keyword terms such as ‘Search Engine Optimization’ cannot assure a good ranking with search engines, even with keyword density as high as 60%. This goes on to show that search engines place more importance on other elements such as inbound links or anchor texts. To improve search engine ranking, your keyword density must not be too high or too low.

Another view

While many search engine optimizers swear by this aspect of search engine optimization to improve rankings, many others are quick to refute this theory, pointing out the importance of writing for the visitors instead of search engines. Citing the rankings of web pages with a keyword density as high as 20% alongside the same of web pages with a keyword density of 2%, these experts prove their point. A good ranking, according to them, is the consequence of relevant content focusing on the theme of your website, which is anyways bound to include the keyword. Losing visitors can be attributed to forced write ups that are deliberately keyword stuffed. The use of similar words instead of the same keyword again and again will increase your article’s credibility. The search engines too, have started focusing more on semantic connection between words instead of simply relying on keyword density, in their endeavor to curb spamming. 

Conclusion

While it cannot be denied that keyword density is one of the aspects of search engine optimization, it is definitely not the only factor. Losing your sleep over achieving the exact keyword density in your web pages won’t help your rankings much. Writing meaningful, relevant content, without bothering about the keyword density, is the key to good ranking.

Kavya Chakravarti, a search engine optimizer and web design and development expert, consults clients about various SEO techniques. A thorough follower of SEO trends, she devices plans to improve their page ranking in search engine indices through white hat SEO.