When it comes to optimising your website for search engines, the topic of keywords often arises. A common question from those new to SEO is: “How many times should I use a keyword on my website?” This inquiry, while understandable, misses the broader picture. In this article, we’ll explore why keyword density—a concept that has often been overemphasised—should not be your focus, and what truly matters when creating content that ranks well and resonates with readers.

The Myth of Keyword Density

Keyword density refers to the percentage of times a keyword appears on a webpage relative to the total word count. Historically, there was a belief that achieving a specific keyword density—such as 2% or 3%—was a golden rule for improving rankings. This idea stems from the early days of search engine algorithms, which relied heavily on exact-match keywords to determine a page’s relevance.

However, search engines have evolved significantly. Modern algorithms like Google’s RankBrain and BERT focus on understanding context and user intent rather than simply matching keywords. As a result, the notion of an “ideal” keyword density has become outdated and irrelevant. In fact, overusing keywords, also known as keyword stuffing, can lead to penalties and harm your rankings.

Why ‘How Many Times?’ Is the Wrong Question

Focusing on how many times to use a keyword is akin to prioritising quantity over quality. Search engines today prioritise content that provides value to users. Instead of obsessing over a number, ask yourself:

• Does my content answer the user’s question or solve their problem?
• Is the keyword used naturally within the context of the article?
• Are there related terms or phrases that could add depth to my content?

By shifting the focus to the user experience, you’ll naturally create content that aligns with modern SEO practices.

Write for Humans First

In a climate full of AI and instant articles, the key to effective SEO is to write for humans, not algorithms. Search engines are designed to deliver the most relevant and useful results to users. If your content is engaging, informative, and easy to understand, it will naturally perform better in search results.

Here are some tips for writing human-centred content:

1. Focus on Clarity and Readability Use simple language and break up your text with headings, bullet points, and short paragraphs. This improves readability and keeps readers engaged.
2. Incorporate Keywords Naturally Keywords should blend seamlessly into your content. Forced usage disrupts the flow and makes your writing feel awkward.
3. Provide Comprehensive Information Cover your topic thoroughly. This not only keeps readers on your page longer but also signals to search engines that your content is valuable.
4. Engage Your Audience Use examples, anecdotes, or questions to make your content relatable. The longer readers stay engaged, the better your page’s performance.
   
5. Read this classic post about human connection in a ChatGTP world
   

The Role of Semantic Search

Modern search engines are increasingly sophisticated, employing semantic search to understand the meaning and intent behind a query. This means they look beyond exact-match keywords and consider related terms, synonyms, and context. For example, if your keyword is “best coffee machines,” your content might also include phrases like “espresso makers” or “home brewing tips.”

By using a variety of related terms, you’ll create richer, more useful content that aligns with how search engines interpret queries.

Avoid Keyword Stuffing

While using your primary keyword is essential, overdoing it can backfire. Keyword stuffing—the practice of cramming a keyword into your content repeatedly—is not only unpleasant for readers but also a red flag for search engines. Pages that engage in keyword stuffing may be penalised, resulting in lower rankings or removal from search results altogether. Keyword stuffing, stuffing, stuffing…

Measuring Keyword Effectiveness

Instead of worrying about how often a keyword appears, focus on measuring the effectiveness of your keywords. Tools like Google Search Console, SEMrush, or Ahrefs can help you track:

• Search rankings for your target keywords
• Organic traffic to your page
• Click-through rates (CTR) from search results
• User engagement metrics like time on page and bounce rate

These insights will give you a clearer picture of what’s working and where improvements are needed.

Best Practices for Using Keywords

Here are some practical tips for incorporating keywords effectively:

• Use Keywords in Key Areas: Include your primary keyword in the title tag, meta description, and the first 100 words of your content.
• Optimise Headers: Use keywords or variations of them in headings to help structure your content.
• Leverage Alt Text: Add descriptive alt text to images that include your keyword where relevant.
• Avoid Over-Optimisation: Using a keyword too many times can make your content feel repetitive. Instead, focus on variety and natural phrasing.
• Test and Adjust: Regularly update your content based on performance data to ensure it remains relevant and optimised.

The Big Picture

SEO is not about gaming the system or adhering to arbitrary rules. It’s about creating valuable content that meets the needs of your audience. Search engines have one goal: to deliver the best possible results to users. By prioritising quality over keyword density and focusing on user experience, you’ll be well on your way to achieving better rankings and building a loyal audience.

So you see, the question isn’t how many times you should use a keyword. The real question is: how can you create content that serves your audience and aligns with their intent? Master that, and the rest will follow.