We’ve probably made scant mention of it here before but it’s an important concept to understand on its own, and that is proper keyword density.
In 2003, Google did a major update to its ranking algorithms. SEOs refer to this as the “Florida update,” as it marks the day when search engine optimization became difficult. Before November ’03, SEOs would simply say you should liberally use keyword phrases on your pages. The Florida update changed all of this.
Now, web pages that use keywords too aggressively are filtered out of search results altogether (Matt Cutts explains a little more in the video below)
“Over-optimization” describes over-use of keywords in your site’s copy. Not only does excessive keyword use get your site filtered out of search results, it makes your copy look unprofessional to readers. Most people who see a web page with the same phrase in every sentence won’t take it too seriously.
Instead, modify keywords and use variations of your main phrase in your site’s copy. Four ways you could accomplish this include: singular vs. plural forms of keywords, use synonyms, add relevant modifiers and change the order of the words.
There are tools available to help you find different variations of the same keyword phrase. Take advantage of these tools from Quintura, Google and/or Bing to research different ways you can phrase keywords.
There’s also a very easy way to locate extra keyword phrases and that is when you are typing your main phrase into Google, search suggestions appear below the input bar. You can diversify your keyword phrases with these suggestions for a quick solution.
Either way, do not over-optimize, that is use the same keyword phrase on a page too many times. Your readers will pick up on it and your site will get in trouble with the search engines. While we can’t tell you a magic number, read your copy as if you’re an outsider. You should be able to tell pretty easily what’s too much and what isn’t.
For more tips on maximizing keyword usage without destroying your copy’s flow, take a look at 11 Steps to Increasing Keyword Saturation while Maintaining Valuable Content in the search engine optimization knowledge center today.
Tags: google, keyword research, organic search, search engine optimization
