Keyword Density Myth: It is a popular misconception that having the right keyword density increases your search engine rankings

SEO Myth 2

Keyword Density = High Rankings

Keyword Density is a measure of the number of times a keyword appears divided by the total number of words on the page. So a 100-word web page which contains a word 5 times will have a keyword density of 5%, since the keyword represents 5% of the total number of words.

Keyword density was once thought to be an important part of how search engines ranked websites. The correct keyword density figure would show search engines whether your page was relevant for a particular search term. A very low keyword density would suggest your page was probably irrelevant. And a very high keyword density would suggest that your page was probably keyword-stuffed spam. But the right keyword density ratio (eg 5% or 7%) would suggest that your page was very relevant and therefore deserved good rankings.

The reality is that keyword density has never been a significant factor in website rankings, as can be verified by looking at the keyword density of actual search results. Search engines quite often return pages that don't contain the exact search terms used, pages with an effective keyword density of 0%. If keyword density were important then this couldn't happen.

There is simply no direct link between keyword density and relevance. It is impossible for search engines to say that a page with keyword density of 6% is any more relevant than a page with 4% density. The problem is that keyword density doesn't take account of natural variations in language use such as plurals, synonyms, and differences in writing style.

Google claims to use over 200 elements to rank websites. Although search engines don't take keyword density into account, they do consider many other factors:

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