Keyword Density: Does It Matter?
All web content should be optimized for relevant search terms, but what is the current standard with regard to keyword density? In the past, ensuring that your content had a specific keyword density was an established practice, but those days are over. Digital users are far more sophisticated and recent Google updates have been focused on providing better search results. Content that is stuffed with keywords and phrases is hard to read, uninteresting, and in time will drive your site to the back pages.
The present standard for content is simple. It is related strictly to the quality, readability, and relevance of the data you present. People want fast answers that make sense, and will not wade through content that repeats keywords and phrases throughout the page. Want to inspire a user to connect with you? Answer their questions, focus on their concerns, and present information in your content that is accurate, relevant and useful.
When you need content that matches current standards, focus only upon meeting the expectations of the reader. Corporate content must have a different tone; it should be far more human and should avoid “corporatespeak,” or a dry presentation. If you want to engage a potential customer, consider the reader and their objectives. Know your best customer and want more of the same? Have content that is professionally written and is interesting, engaging and connects on a human level.
Every industry is different, and the approach in your content will vary based upon who you are trying to reach. The tone used in creating content must be written to appeal to that specific type of public.
Your site should be attractive, fast loading and interactive, with well crafted, easy-to-read content, and be easily accessed on a mobile device. Keyword density is a non-issue, other than the search term should be in the title tags and description as well as in the content on the page – but only at a sensible density level. Once you go beyond a reasonable number of inclusions of a search term, you are reverting to old SEO organic content rules that could bite back and drive your site to the back pages. There is simply no way to “cheat” the system on web content.
Want new customers? Don’t focus on issues such as keyword density. Read what Matt Cutts from Google has to say about it. Think about your customers and what they want to know, and create your content based upon that criteria. Your customers want to find you – make it easy on them.