What is keyword density?
Keyword density is the percentage of a page’s words that are a specific keyword or phrase. The formula is simple:
Keyword density = (times the keyword appears ÷ total words) × 100
For example, a 1,000-word article that uses “email marketing” 10 times has a density of 1 percent.
Old rules vs how search works today
Years ago, some SEOs aimed for a fixed percentage because early search engines leaned heavily on word counts. Modern search systems look at meaning, context, and usefulness. Google’s own guidance tells site owners to create helpful, people-first content, and warns against repeating words or phrases unnaturally. There is no density number that guarantees a ranking.
So what should you aim for?
Use density as a rough check, not a goal. If your main keyword appears around once or twice per hundred words at most, you are almost certainly fine. If it appears far more often, reread the text aloud. If it sounds forced, rewrite it.
How to use keywords naturally
- Put the primary keyword in the title, the main heading, the URL, and the first paragraph, where it fits naturally.
- Use it in at least one subheading, and in image alt text where it describes the image.
- Add related terms and questions people ask, instead of repeating one phrase.
- Answer the search intent fully. A page that solves the problem usually earns the right words naturally.
- Write the meta description to match the page and invite the click.
Check your page
Paste your text into our free Keyword Density checker to see your top single words and phrases, or run the SEO Audit for broader on-page checks. Use the results to spot overuse, not to hit a number.
Common mistakes to avoid
- Repeating the exact keyword in every sentence.
- Hiding keywords in tiny or invisible text.
- Ignoring search intent while chasing a percentage.
- Targeting the same keyword on many pages, which splits your own rankings.
- Skipping a final read-through for tone and clarity.
Read the page as if you were the customer. If it answers the question clearly and sounds like a person wrote it, your keyword use is probably fine.
Frequently asked questions
What is a good keyword density?
There is no official target. Google does not use a fixed percentage. Many writers use roughly 1 to 2 percent only as a sanity check, and focus on natural, helpful writing instead.
How do I calculate keyword density?
Divide the number of times a keyword appears by the total word count, then multiply by 100.
Can keyword stuffing hurt rankings?
Yes. Repeating a keyword unnaturally is against Google's spam policies and makes content harder to read.
Should I use synonyms and related terms?
Yes. Related phrases help search engines and readers understand your topic in full.