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The Magical Keyword Density Formula
By Karon Thackston


Keyword Density

When it comes to SEO copywriting, this has to be one of the 
most talked-about subjects. Why? Because keywords are the very 
foundation of search engine copywriting. Without keywords we 
wouldn't even have SEO copywriting. Since keywords (or more 
accurately, keyphrases) play such an important role in search 
engine copywriting, it would make sense to have certain rules 
and regulations or formulas that should be followed.

It might make sense, but I'm sorry to say the mystery... the 
magic...is more like a myth.

I have a guess as to where these magic formulas come from. 
Someone brags to their friend that they got a #1 ranking for 
a particular keyphrase. The friend studiously looks over the 
site and starts taking notes. "He used this phrase 8 times in 
a 500-word piece of copy. He put the keywords here and there 
and over here, too. That means you have to put keyphrases in 
these places and reach a keyword density of 1.6% in order to 
get a #1 ranking." Not so!  Let me explain why keyword density 
formulas don't fly.

Copywriting Is One Piece of the Search Engine Optimization Formula

Copywriting, in my opinion and the opinions of respected search 
engine optimizers, is 1/3 of the puzzle; but there are other 
pieces to the puzzle, too. What about coding and linking? Those 
are two extremely important factors that also come into play.

If copywriting were the sole factor, then maybe -- just maybe --
keyword density formulas might be a reality instead of a fable. 
But alas... they aren't.

Keyword Density Formulas Are Unproven

Go to any search engine and type in your primary keyphrase. Look 
at the results that fall into the #1 through #5 slots. Do they 
all have the same keyword density? No. Some have higher levels 
and some have lower levels.

If keyword density formulas were carved in stone, every single 
site in the top 10 would have the same keyword saturation levels. 
But alas...they don't.

All Keyphrases Aren't Created Equal

Think about the competitiveness of the various keyphrases on the
Internet. You have some like "search engine marketing" that are
exceptionally competitive. Then there are others like "sushi
restaurant in Charlotte, NC" that aren't. You have to take into
account how many other sites you'll be battling with when you 
write search engine copy.

Positioning of Keyphrases

In addition to the number of times a keyphrase is used, you need 
to pay attention to *where* your keyphrases are used. While it 
has not been proven to my knowledge, it is strongly suspected 
that keyphrases that have special formatting carry additional 
weight. By special formatting I mean bold, italics, in bulleted 
lists, in <H> tags, etc. As I said, this has not been proven. 
Again, go to your favorite search engine and type in a keyphrase. 
If formatting and positioning were a carved-in-stone rule, all 
the sites in the top 10 would be using these tactics. But alas
... they aren't.

Why the Myths?

I understand why people want formulas. Having hard-and-fast rules 
to follow means that if you apply the formula, you know you've 
done the job right and you can't fail. The problem is there isn't 
just one right way to create search engine copy. There are as 
many ways to write SEO copy as there are sites on the Web.

Am I holding back? Am I trying to protect my highly classified
industry copywriting secrets? Not at all. In fact, go to my site 
at <http://www.marketingwords.com>. Visit the portfolio section. 
If I had a fiercely protected secret that I was holding out on, 
all the sites with SEO copy in my portfolio would have the same 
keyword density. But alas...they don't.

What DOES Work?

So after I've dashed your dreams, the least I can do is give you 
some insight into how I write SEO copy. I don't do any or all of 
these in any particular order. I don't do them all every time I 
write. I am NOT saying that you should do all of these things 
every time you write.

1) If possible, I try to include keyphrase(s) in the headline 
and sub-headlines. If it doesn't make sense, if it sounds odd, 
I don't include them.

2) When it flows, I include keyphrases roughly once or twice per
paragraph. Do I count words? Do I run keyword density ratios?
Never! I just eyeball the page to see if it looks right.

3) This I do EVERY time I write... I focus on natural language. 
If the copy sounds forced after including keyphrases, I scrap 
it and start over. Read your copy out loud. If it sounds stupid 
or redundant to you, it will sound stupid and redundant to your 
site visitor. Don't compromise the flow of natural language for 
the sake of search engines. What good will #1 rankings do if as 
soon as visitors get to your home page they click away because 
the copy is so awful? All the #1 spots in the world won't pay 
your grocery bill. You ultimately have to have sales and that 
means winning over your human visitors.

4) If possible, I try to include keyphrase(s) in bold, italic,
bulleted lists, or in other text that is specially formatted. 
If it doesn't make sense, if it looks funny or sounds odd, I 
don't include them.

So that's it. Do you feel like you did when you were a kid and
learned there wasn't a Santa Claus or an Easter Bunny? Sorry. I
truly am. But it's for your own good. If you're going to be an
effective search engine copywriter, you have to learn the truth.
Relying on myths will only hold you back. Now pick yourself up, 
dust yourself off, and get moving on that next #1-ranking page.

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Copy not getting results? Learn to write SEO copy that impresses 
the engines and your visitors at http://www.copywritingcourse.com. 
Be sure to check out Karon's latest e-report "How To Increase 
Keyword Saturation (Without Destroying the Flow of Your Copy)" 
at http://www.copywritingcourse.com/keyword. 
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