Searchlab Keyword Density: Useful Signal or Outdated Metric?
Keyword density isn't a Google ranking factor (and hasn't been for over a decade). But it IS a useful signal for spotting two real problems: over-optimisation and topical thinness.
What density numbers actually tell you
If your target keyword appears at 5% density (one in every 20 words), you're probably stuffing. Google's spam systems will quietly demote you. If it doesn't appear in the top 30 phrases at all, your page isn't really about what you think it's about, and Google will rank a more focused competitor instead.
Healthy ranges (rule of thumb)
- Primary keyword: 0.5% to 2.5% density. Once in title, once in H1, once in first paragraph, a few more in body.
- Variations and synonyms: Should appear naturally. If you're writing about "running shoes", words like "trainers", "footwear", "cushioning" should show up too.
- Related entities: Brand names, product types, common questions. Google uses these to understand topical depth.
The real test: read your top 20 phrases aloud. If they sound like the topic, you're fine. If they're random filler words ("just", "really", "also"), your content is bloated and needs trimming.
Common mistakes
- Same keyword 8 times in the H2s. Use synonyms and questions instead.
- Stuffing in alt text. "running shoes running shoes for men" is worse than "blue Nike Pegasus running shoes".
- Ignoring 2 and 3-word phrases. The phrases you didn't plan to target often reveal what users actually search for.
Frequently asked
Is there an ideal density number?
Not really. Modern SEO is about topic coverage, not percentage. Aim for 1 to 2% on your primary keyword, then focus on covering related subtopics.
Should I match my competitor's density?
Use top-ranking pages as a reference, but don't copy. If they have 3% density and 4,000 words on the topic, you need similar depth, but write it your way.
Why are stopwords excluded?
Words like 'the', 'and', 'is' appear in every English sentence, so counting them tells you nothing. Filtering them surfaces the actual signal.