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Keyword density

Keyword density is a term used in search engine optimisation (SEO) that refers to how many times your keywords or keyword phrases appears on the page.

Keyword density is the percentage of times a keyword or keyword phrase is mentioned on your page amongst all of the other content. For example, if your homepage has exactly 100 words on it and your main keyword or keyword phrase is mentioned 4 times. Your keyword density on that page is 4%

The content of your page from which your keyword density is calculated, is made up of the following:keyword density

  • H tags – These are the headlines within the page
  • Captions – also known as cut lines. These are the text that appears below an image
  • Alt text – this is the alternative text used by text browsers and other Web user agents that can’t view images
  • Advertising – the content within any ads that appear on the page
  • Links – the names of any navigation links in the menu, footer or sidebars are also included

Keyword density applies to the page as it displays live on your website. Many people will create content with a high keyword density and then place it on their website with a lot of navigation, images, and advertising content and their actual density will go down.

Your Keyword Density should be 4% or less

No-one will give you a definitive answer as to what your keyword density should be, but most SEO strategists recommend densities of between 2 and 6 per cent. If your keyword density is too low, search engines may not be able to determine what your site is about. Too high and not only will the search engines think you are trying to spam them, but your content won’t read well to your visitors.

Whilst you should keep keyword density in mind, you shouldn’t let it cloud your judgement when it comes to good writing. A webpage that is well written but with a low keyword density will attract as many visitors as an article focused on keyword density only.

Keyword Positioning

This concerns the actual position of your keywords within the content. It is advisable, if possible, to spread keywords evenly throughout the content of your pages. Ideally, your keywords should appear within the sentence and within the last paragraph. It is also best to feature your keywords at the beginning of your Title Tags.


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