This is a measure of how often a specific keyword or phrase appears within the content of a web page, relative to the total word count of that page. It is expressed as a percentage. Keyword density used to be a significant factor in search engine optimisation (SEO) as it helped search engines determine the relevance of a webpage to a specific search query.
However, the importance of keyword density has diminished over time due to changes in search engine algorithms, which now prioritise content quality and relevance over mechanical metrics. Excessively high keyword density, often referred to as “keyword stuffing,” can be detrimental to a website’s ranking as it’s seen as a manipulative tactic that deteriorates the quality and readability of content.
The ideal keyword density is not a fixed number, but SEO best practices suggest a natural and contextually appropriate use of keywords. This means including keywords in a way that maintains the quality and readability of the content, ensuring it delivers value to the user rather than focusing solely on search engine rankings. Modern SEO strategies prioritise user experience, relevance, and content quality, with keyword usage being only one part of a comprehensive approach.