The final keyword deployment factor used by search engines to determine keyword importance is density. This can be defined as the relative frequency with which a keyword or phrase is found within the page text area being examined (whether this is a title, heading, link anchor text, or page text). “Relative” in this context means relative to all the other words in the text area.
In other words, density is calculated as the number of words in the keyphrase multiplied by the frequency with which they occur together, and divided by the total number of words (including the keyword).
As an example, consider these two alternative headings:
" Business Printing
" Business Printing and more
While both options score equally on prominence and proximity, the first wins on the density criterion. Here keyword density is at 100% (for the phrase “business printing”) compared to just 50% for option 2.
Many webmasters use titles or descriptions that include words or phrases like “and more” or “world’s biggest selection of.” I call these phrases redundant text, in that they have no SEO value and serve only to dilute the effectiveness of your page copy. Get rid of them where you can.
There are thus two ways to improve density: either increase the frequency with which certain phrases are used or reduce the overall number of words in the text area. Again, moderation is key here. Too high a density for the type of content involved can trigger a spam penalty from Google.
In the on-page and off-page sections (pages 97 and 132) I explore keyword density in much greater detail, including the ideal density for each text area to score well in search engines while avoiding spam triggers.
In other words, density is calculated as the number of words in the keyphrase multiplied by the frequency with which they occur together, and divided by the total number of words (including the keyword).
As an example, consider these two alternative headings:
" Business Printing
" Business Printing and more
While both options score equally on prominence and proximity, the first wins on the density criterion. Here keyword density is at 100% (for the phrase “business printing”) compared to just 50% for option 2.
Many webmasters use titles or descriptions that include words or phrases like “and more” or “world’s biggest selection of.” I call these phrases redundant text, in that they have no SEO value and serve only to dilute the effectiveness of your page copy. Get rid of them where you can.
There are thus two ways to improve density: either increase the frequency with which certain phrases are used or reduce the overall number of words in the text area. Again, moderation is key here. Too high a density for the type of content involved can trigger a spam penalty from Google.
In the on-page and off-page sections (pages 97 and 132) I explore keyword density in much greater detail, including the ideal density for each text area to score well in search engines while avoiding spam triggers.
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