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📖 SEO letter K

What is keyword density?

B
Brandon
September 1, 2025
Reading Time
6 min

Keyword density is the percentage of times a keyword appears in content. Forget specific percentages – write naturally for users. Over-optimization (keyword stuffing) hurts rankings more than helping them.

Why Keyword Density Matters

Keyword density matters because it can be an indicator of a page’s relevance to a topic. A page that has a high frequency of a specific keyword is likely to be about that topic. However, a search engine’s algorithms are now much more sophisticated. They can understand a page’s topic by analyzing the semantic relationships between words, rather than simply by counting keywords. A page that is saturated with keywords can be seen as spammy or untrustworthy, which can harm your site’s E-E-A-T signals. The best SEO strategy is to write for your users first, and to use keywords naturally and contextually.

Across Different CMS Platforms

The management of keyword density is a content strategy, not a technical one, and it applies to every CMS.

WordPress

For WordPress, the key is to educate your content creators on the importance of avoiding a high keyword density. A tool like the Yoast SEO plugin can help by providing a readability score, which can be a good indicator of whether your content is too complex or unnaturally stuffed with keywords.

Shopify

On Shopify, it is crucial to avoid a high keyword density in your product descriptions and blog posts. Use clear, simple language that a potential customer can easily understand. The goal is to inform and persuade, not to confuse or trick a search engine.

Wix

Wix’s user-friendly interface makes it easy to write and edit content. The platform’s simplicity encourages a clear and straightforward writing style, which is a great way to avoid a high keyword density.

Webflow

Webflow gives you a high degree of control over your content and design. You can create content templates that remind your writers to avoid a high keyword density and to use simple, clear language that sounds natural.

Custom CMS

With a custom CMS, you have the most control but also the most responsibility. You can build a content management system that provides your writers with a style guide that emphasizes clear, natural language and a content review process to check for a high keyword density.

Across Different Industries

The impact of a high keyword density can vary by industry, depending on your target audience.

E-commerce

In e-commerce, using a high keyword density in a product description can lead to a lost sale. A customer will not buy a product they do not understand. Use simple, benefit-driven language that a customer can easily understand.

Local Businesses

Local businesses often serve a non-expert audience. A plumber, for example, should not use terms like “plumber Houston plumber” repeatedly. Use simple language that a customer can easily understand.

SaaS Companies

SaaS companies can have a more technical audience, but it is still a best practice to avoid a high keyword density in your marketing content. Use simple, clear language that a customer can easily understand.

Blogs

A blog can use keywords to establish expertise, but it must be used sparingly and with a clear explanation. The goal is to educate, not to confuse or bore the reader.

Do’s and Don’ts of Keyword Density

Do’s

  • Do use a keyword naturally. The best way to use a keyword is to weave it into your content in a way that sounds natural and is easy to read.
  • Do use a variety of keywords. Use a mix of short-tail, long-tail, and user-intent keywords.
  • Do write for your target audience. The best content is written with the reader in mind.

Don’ts

  • Don’t repeat a keyword excessively. This is a clear signal of keyword stuffing.
  • Don’t use a keyword that is not relevant to your content. A keyword should be relevant to your products or services.
  • Don’t focus on a specific keyword density. This is a dated metric that is no longer a major ranking factor.

Common Mistakes to Avoid

  • Using a keyword that is not relevant to your content: This can confuse a search engine and a user.
  • Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
  • Focusing on keyword density: Keyword density is a dated metric that is no longer a major ranking factor.

FAQs

Is there an ideal keyword density percentage?

No, there is no ideal keyword density percentage. The best practice is to use your keywords naturally and not to focus on a specific number. A good rule of thumb is to write for your users first, and to use keywords when they add value to the content.

Does keyword density lead to a Google penalty?

Yes. A high keyword density is a clear violation of Google’s guidelines and can lead to a severe penalty, including a drop in rankings or a complete de-indexing of your website.

How is keyword density different from keyword stuffing?

Keyword density is the measurement. Keyword stuffing is the act of using a high keyword density in a way that is unnatural and manipulative.

What is the difference between keyword density and topical authority?

Keyword density is the excessive use of a single keyword. Topical authority is the creation of a comprehensive, in-depth body of content that covers a topic from all angles.

Can a website with a high keyword density still rank?

A website with a high keyword density may still rank, but it can be difficult. A search engine’s algorithms are now much more sophisticated and can understand a page’s topic by analyzing the semantic relationships between words, not just by counting keywords.

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