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Keyword Density: The SEO Myth that Never Dies
As a freelance copywriter, the majority of the work I do is SEO content writing. In doing so, I deal with a lot of clients who have specific demands for their copy. One request that keeps popping up is to maintain an optimal keyword density. My question is this: does keyword density really matter anymore? It’s almost 2009, and some people are still stuck on a concept from over 10 years ago.
A Quick Overview of Keyword Density
I doubt any of you don’t know what keyword density is, but let’s do a brief overview just in case. Keyword density is the measurement of how many times a keyword appears in relation to the total number of words in the document. If your keyword shows up 3 times every 100 words, your keyword density would be 3%. Simple enough, right?
Moving On…
Now, some believe there is a magical keyword density range that helps you achieve higher search engine rankings. The general consensus of this group is you want to aim for anywhere between a 3%-5% keyword density in your copy. Supposedly, landing in this sweet spot drastically increases your chances of ranking well in the search engines.
So, is this true? Should you be optimizing your pages to hit the “magic” keyword density range? The simple answer—no.
From the search engine’s perspective, there is no sweet spot for keyword density. The variance in keyword density in the SERPs is proof enough of that. Pages with a wide range of keyword density rank well for certain terms. It’s just not a great measurement of a page’s relevance for a keyword, and it’s far too easy for humans to manipulate it.
The simple truth is search engines are far too advanced to be tricked by something as basic as an optimal keyword density.
Side Effects of Keyword Density
Beyond the obvious fact keyword density isn’t too important to search engines, there are other nasty side effects that come from chasing this myth. Most importantly, it creates robotic copy that’s a nightmare to read for human visitors. You can’t write naturally if you’re constantly trying to hit this tiny keyword density range. It makes your copy feel forced, and it’s obvious that it’s tailored for search engines instead of humans.
Secondly, it diverts your focus from conversion to keyword density. Even if keyword density was the most important search ranking factor (which it isn’t), what would be the point of ranking well if your copy didn’t convert any visitors?
That’s why I say to stop worrying about keyword density. The search engines don’t care about it; it’s a poor measurement of a page’s relevancy; it breeds poorly written content; and it distracts you from the most important thing—conversion. Instead of trying to find ways to manipulate the search engines, focus on converting your visitors into customers. Write natural copy that connects with them and addresses their needs.
Also, beware of any SEO company that tells you they know the “magical” keyword density to get you top rankings. They’re selling snake oil, and frankly, they have no clue what they’re talking about.
What are your thoughts on keyword density? Do you care about it anymore?
My top affiliates are content writers and would laugh at you if you told them they needed to hit a certain keyword density. They focus on the sales copy and message. Their sites have long term domains and lots of content/pages. Graphics are simple and almost irrelevant. They are in the Top 20 on the top search engines. Bottom line is they write for the reader and are making six figures selling fitness equipment.
you got this right, keyword density is bunk.
often, when something can be easily or cleverly measured, there’s an inclination to assume it’s significant and determinant…
give it a scientific sounding name and the propensity to instill it with meaning grows…
shoot, if you can assign it a greek symbol, it’s power (but not it’s validity) grows further… by the way, the greek letter rho is used for density… see… did you feel it.
make the environment complex enough and people want to overly simplify with great vigor, experts always telling us things aren’t that complicated and to keep things simple - so we assume others have too…
then there’s that whole Occum’s Razor thing…
of course, Ockham never had a megaflop computer in his pocket… further, his actual principle ironically suffers ignominious assault from the exact same mindbend that attributes high meaning to keyword density, people over simplifying his tenant. Six centuries of irony, poor Friar Bill!
Pat–
You’re exactly right. I think the reason keyword density is still pushed so hard in snake oil companies is because it’s such an easy concept to explain to customers who don’t know any better. It sounds reasonable enough to someone who doesn’t know any better, and they assume it really matters.
I have never had any problems with getting indexed with my blog posts.When you don´t overdo the keyword density you will be fine.Having your main keyword for the article in the first few words of the sentence seems to matter.
@Chuck–
Exactly. It’s all about connecting with the reader through your copy. Throw everything else out the window because conversion is the ultimate goal.
What a relief! Writing is difficult enough for me without having to worry about hitting that special keyword density ratio.