Keyword density is a term created by those attempting to ‘crack’ search engine algorithms. It is usually given as a percentage of the total amount of text on a page. Most often the suggested figure is between 3 and 8%. This says your keyword(s) should encompass 3 to 8% of your total text.
It is ‘anti-visitor’ because the very concept promotes modification of content to suit search engines, rather than visitors. Followers of keyword density are more concerned with meeting the correct % than ensuring the text is suitable for a human. Big mistake! What does keyword density do to help you create good content for your visitors? Absolutely nothing!
Does a page with 5 keywords out of 100 (5%) fare better in the search engines than a page with 10 keywords per 100 (10%)? There is actually no clear cut answer. In many cases a site with 2 keywords per 100 could outrank both. Then again, a site with 15% ‘keyword density’ may enjoy even better rankings. Some search engines consider over 100 different factors when deciding where to rank pages. As such, keyword density is not something you need to get hung up on. A well-written paragraph of text – perfectly targeted for a human visitor – could be the difference between making a sale and losing out to a competitor. Never forget this.
The same applies with counting the amount of text needed per page. The answer? As much as you feel your visitor requires. Too much will be over facing; too little will leave them wanting more.
Always produce your Web site copy for visitors – never search engines. Include keywords, yes, but only because they fall within the flow of the text. You should not find yourself ‘editing’ paragraphs and inserting keywords willy nilly. Even if you only use the word or phrase once, this may be sufficient. Google themselves, in their recommendations to webmasters, have said to ensure your keywords are on the page. They said nothing about repeating them again and again.