Keyword Density In SEO
Keyword density in SEO is the share of words on a page that match a target keyword or phrase.
Short answer: keyword density is an editing metric. It can show whether a target phrase is missing, visible or repeated too often. It should not be used as a fixed ranking target.
The number can help you spot repeated wording, but it does not tell you whether a page deserves search visibility. A useful page still needs clear intent, helpful information, natural language and enough context around the topic.
How keyword density is calculated
The basic calculation is simple: target phrase words divided by total words, multiplied by 100.
For example, if a two-word phrase appears five times in a 1,000-word article, those ten phrase words make up about one percent of the text.
Why density still helps
Density helps when you use it as a review signal:
- a missing phrase may mean the page is unclear;
- a high exact-match count may mean the writing sounds forced;
- repeated wording may show weak section structure;
- the report can reveal copy that was optimized mechanically.
What density cannot tell you
Density cannot measure usefulness, expertise, search intent, source quality, trust, internal links, page speed or competition.
It also cannot decide whether a phrase is natural in context. A repeated technical term may be necessary, while a repeated commercial phrase may feel forced after only a few uses.
Practical editing rule
Use keyword density to find review points. Then read the section around each repeated phrase and ask whether the wording helps the reader.
If the answer is no, rewrite the sentence with a clearer phrase, a close variant or a more specific example.