What is good keyword density

Keyword density

Keyword density: brief explanation

The keyword density (also keyword density) is the ratio of keywords to the total number of words within a text. For many SEO experts, it used to be an important ranking factor in search engine optimization (SEO), but is now seen more as a factor with little effect on optimizing a text. Google itself has never directly confirmed keyword density as a ranking factor.

Detailed explanation:

Texts on websites are specifically equipped with keywords for search engine optimization. In this way, websites signal to Google and Co. for which search queries a search engine should display the page. The keyword density of a text shows how often a keyword occurs in relation to the remaining words in a text. As a rule, this is done in percentages, but occasionally the keyword density is also defined in terms of the actual number of words or a range between the minimum and maximum number of keywords.

Every day, users type in search queries on search engines like Google. A page that uses a keyword appropriately has a better chance of appearing in a good ranking. For a long time, a fixed keyword density was therefore an important ranking factor in the competition for the best places in the search results. However, most experts now assume that calculating the correct number of keywords as a ranking factor is more complex than simply giving a percentage of the correct word. Nevertheless, the frequency of a keyword should be sensibly selected and defined in order to avoid keyword stuffing or an underrepresentation of the term.

The keyword density as a ranking factor was never directly confirmed by Google.

The role of keyword density in SEO

For a long time, SEO experts had controversy about the optimal keyword density. Today one has moved away from fixed values ​​and regards the keyword distribution in a text as a flexible part of various factors for keyword optimization of a text.

It is clear that keywords are still important to signal search engines like Google what the topic of a text or a website is. The use of keywords in the right places, such as headline, title, etc. also seems to be important. In addition, however, other factors such as the use of synonyms or semantically similar terms, good legibility of the text or the correct text length also apply as essential components of keyword and text optimization. The type of text, the topic and the graphic or multimedia features of a text can also determine the density with which keywords should be set. A blog post can have a different optimal keyword density than an image gallery.

Good texts and thus a sensible use of keywords are becoming more and more important on the Internet. This is shown, among other things, by the content marketing trend. Content on websites is used for targeted marketing efforts and ensures that readers prefer a company based on the content it creates. With such a marketing approach, the content itself is the deciding factor. Rigid guidelines, such as a fixed keyword density that stylistically devalues ​​the text, can lead to a negative result.

Keyword stuffing

Keyword stuffing is called over-optimizing a text with keywords. An author puts the desired keyword as often as possible in a text or on a website in order to be as relevant as possible for Google and Co. Search engines usually rate keyword stuffing negatively because it makes texts illegible or pages useless. Search engine operators can therefore penalize over-optimized texts.

Keyword density was seen as the answer to keyword stuffing as it regulated and decreased the number of keywords. According to the idea of ​​keyword density, an author always writes the decisive words in the text in the correct proportion. The keyword density defines the upper (and lower) threshold for keywords and thus prevents keyword stuffing.

The influence of keyword density on good content

In order to satisfy readers, website operators today have to offer high-quality content. Texts have to entertain, inform and offer the reader added value. In addition, they should also be quickly comprehensible, written specifically for the target group and, of course, easy to read.

Texts that the author littered with keywords just to meet a certain keyword density and to rank well on Google appear unnatural and difficult to read. Writing an article strictly according to a certain keyword density is therefore usually not useful. The user does not care whether a text is optimized for the search engine. On the other hand, he does not care if a text is difficult to read and a page is therefore not helpful or entertaining. In the worst case, the user jumps off, evaluates the user experience on a page negatively and does not return again. Texts should therefore not be written for Google, but for the human reader.


Keywords are important for every text and every website, as they indicate to the search engines what a page is about and what this page would like to appear in the ranking for. While experts used to assume that a certain percentage of a keyword should be included in a text, this perspective has now changed. Many SEO experts today assume that there are some other factors that can be used by Google and Co to recognize the content of a text and a website and thus influence the ranking in the search engine results.

A certain keyword density is seldom an advantage for the reader either, as it tends to make a text illegible. In the worst case, this leads to readers leaving a page dissatisfied and not returning. Too high a keyword density can therefore penalize search engines and downgrade a website in the ranking.

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