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How Many Keywords Are Enough? 
By Karon Thackston (c) 2008

Yesterday, I received an email from someone who'd purchased one
of my ebooks. Her question was one I've been asked several
times before: "How many instances of keywords within the copy
are enough?" That's like asking, "How long is a piece of
string?" There isn't one answer.

Proponents of keyword density formulas will quickly spout out a
percentage: 4%, 6%, 12%. However, I wonder where they get these
figures from. If you do a search in Google for any keyphrase
(say [cast iron frying pan], for example), you'll immediately
see why keyword density formulas don't add up. Either version
- cast iron or cast-iron - bring the same listings on the search
engine results pages (SERPs). Please note: I was looking at the
source code for each page so as to include mentions in tags as
well as on the page.

Cast Iron Frying Pan

Your results may be different than what I see, as everybody does
not view results from the same database. But, when I type in
[cast iron frying pan] (no brackets, of course), the first site
that comes up is http://whatscookingamerica.net/Information/
CastIronPans.htm. Total word count: about 1,611. Keyword density
for [cast iron frying pan]: 0%. Keyword density for [cast iron]:
3%. Keyword density for [frying pan]: < 1%.

Next up, Ask Yahoo: http://ask.yahoo.com/20000419.html.  Total
word count: about 622.  Keyword density for [cast iron frying
pan]: < 1%.  Keyword density for [cast iron]:  < 1%.  Keyword
density for [frying pan]: < 1%.

In the #3 position is Amazon.com at
http://www.amazon.com/Lodge-Logic-Pre-Seasoned-Cast-Iron-Skillet/dp/B00063RWUM.
Total word count: about 2,405.  Keyword density for [cast iron
frying pan]: < 1%.  Keyword density for [cast iron]:  < 1%.
Keyword density for [frying pan]: < 1%.

Mexico Cruise Vacation

Here's another example: [Mexico cruise vacation].  At #1 we see
Cruise Web, http://www.cruiseweb.com/MEXICO.HTM.  Total word
count: about 488.  Keyword density for [Mexico cruise vacation]:
< 1%.  Keyword density for [Mexico cruise]:  < 1%.  Keyword
density for [cruise vacation]: < 1%.

eCruises.com is up next with their page found at
http://www.ecruises.com/.  Total word count: about 238.  Keyword
density for [Mexico cruise vacation]: < 1%.  Keyword density for
[Mexico cruise]:  < 1%.  Keyword density for [cruise vacation]:
0%.

It goes on and on. Yes, you do find some sites that have really
high keyword densities, but it is not a given that attaining a
certain across-the-board keyword density will guarantee you good
success.  In fact, from what I've seen, keyword density has not
been a valid measure of SEO copywriting success in years.  I
believe it once was, but Google and other engines quickly
plugged the loophole.

Does Frequency Not Count At All?

Does that mean that engines don't give any consideration to how
often keyphrases are used within the copy?  No.  In fact, The
Official Google Blog recently did a series entitled Technologies
Behind Google Ranking,
http://googleblog.blogspot.com/2008/07/technologies-behind-google-ranking.html.

In one of the posts, the author states, "The core technology
in our ranking system comes from the academic field of
Information Retrieval (IR). The IR community has studied search
for almost 50 years. It uses statistical signals of word
salience, like word frequency, to rank pages."  He continues
with, "IR gave us a solid foundation, and we have built a
tremendous system on top using links, page structure, and many
other such innovations."

Other Google documents make mention of the need to include key
terms in your copy, so it is established that keywords in copy
can play an important role.  However, I do not see evidence that
a standard, across-the-board "keyword density" is at play. Not
to mention, forcing phrases into your page text to the point
that it sounds utterly stupid makes no sense.  It's not going to
help your rankings (except maybe on some sub-engines), and it
will almost certainly turn off your site visitors.

So, back to the original question: "How many keyphrases are
enough?"  That's a judgment call that comes with experience.
Here are a few guidelines - not carved-in-stone rules - but
guidelines you can consider.  And no, don't do them all every
time.

Keyword Inclusion Guidelines

1) I make an effort to include keyphrase(s) in the headlines and
sub-heads if at all possible.

2) Adding keyphrases about once or twice per paragraph is a good
goal. I never count words or run keyword density percentages.

3) Focus on writing in natural language. Yes, you want to
incorporate keywords, but not to the point that you ruin your
copy. It should sound natural.

4)  Read your copy out loud. If it sounds stupid or redundant to
you, it will sound stupid and redundant to your site visitor.

5) If it makes sense to do so, I try to include keyphrase(s) in
bold, italic, bulleted lists, or in other text that is specially
formatted. If you wouldn't bold or italicize the words or
phrases to emphasize them to your visitors, however, don't make
a special exception for the engines. These are what I call
Brownie point tactics.  The impact won't be significant, but
every little bit helps.

Bottom line?  Don't sacrifice the quality and conversion power
of your copy to chase search engine rabbits.  In the end, it
won't be worth it.
================================================================
How do you put enough keywords into your copy without it
sounding ridiculous? By using the 11 clever techniques in
Karon's ebook Writing With Keywords. Get the 4th edition
available now at http://www.writingwithkeywords.com.
================================================================

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