In the evolving landscape of SEO, the significance of keyword density has been a topic of much debate. We’ve gathered insights from a content and SEO executive and a marketing manager, among others, to reflect on this shift. From transitioning with SEO’s shift from keywords to context to adopting a context-first approach for publishers, explore how five experts believe keyword density’s role in content writing has transformed.
The importance of keyword density in SEO content writing has significantly evolved over time. In the early days of SEO, keyword density was a primary factor in ranking algorithms. The belief was that the more frequently a keyword appeared on a page, the more relevant the page was to that keyword. However, this led to keyword stuffing, where content was unnaturally filled with keywords to manipulate search rankings.
As search engines, particularly Google, have advanced their algorithms, the focus has shifted from keyword density to content quality and relevance. Modern algorithms like Google’s Hummingbird, RankBrain, and BERT prioritize understanding the context and intent behind a search query rather than just counting keyword appearances. They are designed to deliver more accurate and useful search results by analyzing the overall topic and semantics of the content.
Now, in this instance, imagine you are writing a piece on the “best running shoes.” In the past, the content might have looked like this:
“Are you looking for the best running shoes? Finding the best running shoes can be challenging. The best running shoes provide comfort, durability, and support. Our guide to the best running shoes will help you choose the best running shoes for your needs. Here are the top picks for the best running shoes.”
The phrase “best running shoes” appears five times in just a few sentences, leading to an unnaturally repetitive and awkward reading experience.
Now, take in this piece of content:
“Finding the perfect pair of running shoes can significantly enhance your running experience. Whether you need shoes for long-distance runs, trail running, or everyday jogging, it's crucial to choose a pair that offers the right balance of comfort, support, and durability. In this guide, we explore various options that cater to different running styles and preferences.”
In this example, the content is focused on providing useful and engaging information. The keywords “running shoes,” “comfort,” “durability,” and “running experience” are naturally incorporated without forcing repetition. The content aims to meet the reader’s intent by offering a comprehensive guide.
In summary, while keyword density used to be a critical factor, SEO has evolved to prioritize high-quality, contextually relevant content that delivers value to the reader. This evolution reflects the broader goal of search engines: to provide the best possible results for users’ queries.
Kayla Croser, Content and SEO Executive, RGC Digital Marketing
Reader-Focused Content Ranks Higher
In the past, many writers believed that for your content to rank higher on search engines, you needed to have the main keyword of the content repeated numerous times throughout the content. However, in recent times, this has proven not to work as well as it used to. It is important to create content with the reader in mind. If the content explains the keyword well and the reader finds answers to their questions, your content will rank higher on search engines. As a matter of fact, most search engines tag content packed full with keyword density as being generated by bots.
Omoteniola Akinwalere, Content Writer
Keyword Density Less Critical Now
I’ve observed a significant evolution in the importance of keyword density in SEO content writing over the years. Initially, keyword density was a critical factor in SEO strategies. The goal was to ensure that specific keywords constituted a certain percentage of the text on a webpage. This practice aimed to maximize the likelihood that search engines would rank the page highly for those specific keywords.
However, as search engine algorithms have become more sophisticated, the emphasis on keyword density has diminished. Modern search engines like Google now prioritize the relevance and context of content rather than the mechanical repetition of keywords. They use advanced techniques like natural language processing and semantic analysis to understand the overall topic and quality of the content.
Let’s consider a website focused on digital marketing services. In the past, a typical article on such a site might have focused heavily on including phrases like “best digital marketing services” repeatedly to boost its search engine rankings. The approach would often lead to content that sounded unnatural and was sometimes difficult to read because the primary aim was to hit a specific keyword density, say 5–7 percent.
Quality Content Over Keyword Frequency
The importance of keyword density in SEO content writing has significantly diminished. In the early days of SEO, high keyword density was crucial for ranking well in search results. However, search engines have evolved to prioritize content quality and relevance over keyword frequency. Today, keyword stuffing can harm your rankings, as algorithms now recognize and penalize this practice.
We have shifted our focus from keyword density to creating valuable, engaging content. For example, in a recent article about online teaching tools, we emphasized providing in-depth insights and actionable advice rather than cramming in keywords. This approach led to higher user engagement and better search rankings, proving that quality content tailored to the reader’s needs is the key to successful SEO.
Christopher Pappas, Founder, eLearning Industry Inc
Context-First Approach for Publishers
We’re certainly seeing publishers (those who remain after the HCU) switching to a context-first approach to content, rather than relying solely on what external tools have to say about content length and keyword density.
And, with the way search is going, it’s the best approach to take for both search engines and users.
Essentially, you as a publisher need to provide the best possible content for the context of a search, rather than just trying to write more or add in a greater depth of keywords in relation to the content already out there via your organic competitors.
Gary Warner, Marketing Manager, Joloda Hydaroll
