What is keyword density?
Keyword density, also known as “Keyword Density”, is a percentage value that tells us how often the keyword appears in a text. The keyword is the relevant keyword used in a search query and which a text is supposed to be optimized for. It is important to emphasize that this is a percentage value that reflects the ratio, namely: the ratio of keyword to the number of words in a text.
Calculation: Frequency of the keyword in the text : Word count x 100
If the text consists of 600 words and the relevant keyword appears 21 times, the keyword density is 3.5%. The question now is what the keyword density tells us in detail.
What significance does keyword density have for search engine optimization?
A lot has changed in this regard in recent years. While a high keyword density was considered an important ranking factor a few years ago, it can now be assumed that keyword density alone is not a guarantee for a high ranking position. The differing opinions on the relevance of this issue are mainly due to Google avoiding revealing too much about its complex algorithm and the criteria for evaluating websites to protect the search engine from manipulation. The art of search engine optimization lies in deriving ranking factors based on analyses and interpretations of the respective websites, search results, and changes after Google updates. It is clear that using an appropriate number of keywords is a ranking factor for visibility. If the keyword is included in abundance, as if one could not see the milk for all the muesli, a too high keyword density will lead Google to downgrade the page in the ranking, as the keywords are classified as spam.
Just as the perfect muesli depends on the ratio to the milk, keyword density also depends on the right dosage. And since the comparison is so fitting: Just as the perfect muesli depends on the ingredients, keyword density does not only depend on the ratio of the keyword to the text to rank high on Google, but also on the combination of various factors such as the use of semantically related terms and synonyms, content relevance, the user’s dwell time on the page, the bounce rate, and much more that would exceed the scope of this text. Since Google evaluates the text as a whole in terms of user benefit, keyword density should be regarded as a small building block of search engine optimization for website content.
Is there a perfect keyword density?
There is no perfect keyword density. Since Google keeps its secret as well as Coca Cola keeps its recipe for the world’s most popular soft drink, and the algorithm continuously adapts to changes on the web, experts agree that there is no magic number for perfect keyword density. Nevertheless, based on analyses, it can be assumed that the ideal keyword density lies between 5% and 8%.
Even though the use of keywords in texts has an impact on rankings, in the end, it is important that the text satisfies the search intent by being thematically relevant and informative and providing value to the user. Linguistic finesse, structural methods, building tension, and content tricks ensure that the user stays on the page and, ideally, becomes a buyer.
Conclusion on keyword density
With regard to keyword density, it is important in the context of search engine optimization to incorporate the keyword not too frequently – but appropriately – into the text and to use synonyms and paraphrases in such a way that the text is pleasant and natural for users to read. This requires a linguistic sensitivity. Furthermore, other factors for the content such as images and videos as well as the META description and the title tag should not be overlooked. In the end, it is important to write the text not for the search engine, but for the recipients.
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