Perhaps there is no better way to describe keyword density in SEO than this story:
You’re sitting at your computer with the browser open thinking of your next move when navigating the internet. Your brain triggers an urge that mobilizes your next action and it’s to search for something online. So, you naturally type in these letters: G-O-O-G-L-E. After you’ve “Googled” the very destination you are trying to get to, you continue on your way, searching the web for what you had in mind.
This muscle memory reaction cements the importance of SEO. It is natural for us as web users to rely on search engines to take us where we want to go. While there are instances of users bouncing from internal webpage to internal webpage in a calculated navigation, pages are usually arrived at by way of a search engine. Further still, this example brings the keyword density in SEO to light.
This is because the SEO score for Googling Google is off the charts. As Jayson Demers writes in Forbes, SEO can be broken down as indicated by two keyword-related factors: relevance and authority. Google scores digital straight A’s for both these factors. Moving past the example in play, though, we can begin to see the relevance of keyword density in SEO.
That Forbes article breaks it down really well. To summarize, keyword density in SEO was the determining factor until a pair of digital updates brought greater dimensions to the world of SEO. These updates meant that even though those two, keyword-related factors are still predominantly in determining rank, there are other factors to consider now as well. So, lucky webpages can slip through the keyword density SEO cracks and achieve the top ranking.
At the very least, focusing on keywords is good writing practice. It never hurts to write with a keyword in mind, thus ensuring you’re on the right track throughout your work. But, now that you’re up to date on the importance of keywords, where should the rest of your SEO energy be spent?
Maybe start a seasonal marketing campaign? Searches for seasonal events like the end of summer Back to School season bring in more searches. You can capitalize on those. Or, focus up on broadening your local SEO. Don’t forget your mobile vs. desktop SEO, as well.
So, how important is keyword density in SEO? Quite a bit. Forbes goes so far as to offer a value: “Even though 18 percent of top-ranked pages don’t have the searched keyword in the body, the other 82 percent still do.” So, ensure it’s part of your SEO strategy and not the entirety.