Keyword Density

We often get the question: "How many times should I include a keyword in the text?". Unfortunately, there is no clear-cut answer to this question, and below I try to help you understand how to best use keywords in your texts.

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What is keyword density?

Keyword density (also called Keyword Density and keyword density) is a measure of how many times a specific keyword appears in a text. Keyword density is measured as a percentage. Thus, if a keyword appears 9 times in a text of 1,000 words, the keyword density is 0.9 %. If the keyword appears 20 times in the text, the keyword density is 2 %.

Some SEO specialists recommend a specific keyword density, i.e. that the primary keyword represents a certain percentage of all words in the text. This is not a practice we recommend because it can very easily result in slightly artificial text. Similarly, we do not recommend that you deliberately include misspellings in the text, even if you suspect that some people misspell the keyword when they search.

Our basic recommendation is that you write texts that appear natural for people to read. This means that you should not use the keyword unnaturally many times in the text, but that the keyword should of course be included in the text and its heading.

Length of text

The Bread Text on a page should be at least 500 words and should, as a general rule, be longer than the text your competitors have on their corresponding pages. Do a Google search for the main keyword you are optimising for to see the text length of your competitors' pages. However, the body text of a product page need not be longer than 50-100 words, provided it is not a very well-known product such as iPhone 11.

Long texts on category pages can be placed at the bottom of the page if there are products or other things you want to appear at the top and the text should not take the focus away from them. Alternatively, a snippet of text can be displayed at the top and the rest tucked away behind a 'Read more' button that unfolds the whole text. Long chunks of text should be structured into smaller, readable sections. Use bullet points and tables as appropriate - these all help to make the text more readable.

Although the purpose of the text is to increase the visibility of the page on Google, the text should first and foremost be written for people. This means that the text should be written in a lively and error-free language that is in line with the way you communicate online, appeals to your target audience and provides a good understanding of the product or service you offer.

Good use of keywords in texts

The text must be written with the searchwordyou have linked to that page. A 500-word text should contain the primary keyword 8-12 times and any secondary keywords 1-6 times. A text of 1,000 words should contain the keywords a few more times. Include the keywords in a natural way, using conjugations and synonyms as appropriate.

It does not matter whether a keyword is singular or plural. Google knows it's the same word. Similarly, a keyword does not have to be in exact form. For example, the keyword 'copenhagen hotels' can be included in the text by typing 'hotels in Copenhagen' - and you can actually include several different keywords in the text at the same time.

Following on from the above, for secondary keywords you can simply include the unique part of each keyword. For example, if you have a category page targeting the keyword 'socks' and a number of secondary keywords about different colours ('black socks', 'white socks', etc.), you do not necessarily need to include the word 'socks' when mentioning each colour.

On product pages, the body text can usefully include information about the physical characteristics of the product (shape, size, materials, colours and design) and the usability characteristics of the product (i.e. the need the product meets or the problem the product solves). This also applies to category pages describing several different products.


Henning Madsen

Founder, CEO & Head of SEO

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Do you need help with search engine optimisation (SEO), or are you considering whether it makes sense for your business to focus on SEO? Contact Henning Madsen for a no-obligation discussion about your SEO project.

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