Does On-Page Keyword Density Matter For SEO?

Understanding Keyword Density in On-Page SEO

There was a time when SEO strategies lived and died by keyword density. Stuff the right phrases into your webpage and watch it rise through the ranks. But in 2025, the SEO game looks a lot different. Algorithms are smarter, users are savvier, and what worked ten years ago could actually hold you back now.

Key Takeaways

• Keyword density refers to the percentage of times a keyword appears on a page compared to total word count, but modern SEO relies more on context and intent.

• Search engines now prioritise semantic relevance, content depth, page structure, internal linking, speed, and metadata over strict keyword percentages.

• Intent-aligned content naturally includes relevant terms without needing to artificially inflate keyword frequency.

• Overusing keywords can hurt readability and may lead to ranking penalties.

• Effective on-page SEO now focuses on user-centric writing, structured headings, and strong technical fundamentals.

So where does that leave keyword density today?

At Online Marketing Gurus, we get asked this all the time. Whether you’re just starting your on-page SEO journey, or you’re deep into technical SEO audits for you site or looking to maybe do some content overhauls, it’s a fair question. In this post, we’re diving into what keyword density really means, how Google handles it these days and how you should be thinking about keywords when it comes to content optimisation in the current landscape.

Let’s get into it.

What Keyword Density is and How to Calculate it:

Keyword density refers to the number of times a keyword appears on a web page compared to the total word count.

The formula for calculating keyword density is:

(Number of times a keyword appears ÷ Total number of words on the page) × 100 = Keyword Density %

For example, if your keyword appears 10 times in a 500-word article, your keyword density would be 2%.

Back in the early 2000s, SEO professionals used keyword density as a key ranking lever. The logic was simple: if you wanted to rank for a keyword, make sure you used it a certain number of times — often targeting a “magic” percentage. Some swore by 1–2%, others aimed for 3–5%, and some just stuffed as many as possible into every paragraph.

But that approach led to terrible user experiences. Website pages were filled with repetitive, awkward phrasing that served search engines more than people. Thankfully, those days are behind us.

That said…

Does Google Still Consider Keyword Density?

Yes and no. Let us explain.

Google doesn’t follow a strict “keyword density” rulebook anymore. You won’t find any documentation saying your target phrase needs to appear exactly X% of the time. And if you try to game the system with repetitive phrases, you could actually hurt your rankings.

Nonetheless, Google still needs to understand what your page is about.

Using relevant keywords helps search engines determine context. If your page is about electric cars and you never mention ‘electric vehicles,’ ‘EVs’ or anything related, it’ll be tough for Google to understand your content’s purpose.

So, while density as a metric is outdated, intentional keyword usage is very much alive.

Search engines now use Natural Language Processing (NLP) and semantic analysis to understand context. That means they don’t just look at keywords — they analyse related terms, sentence structure and how information connects.

If your content answers user queries clearly and naturally, keywords will appear in all the right places without needing to count.

Modern On-Page SEO Ranking Factors

Keyword density has taken a back seat, but that doesn’t mean on-page SEO is any less important. It’s just evolved.

Here’s what actually matters for ranking in 2025:

1. Search Intent Alignment

Search engine such as Google want to serve content that directly answers what the user is searching for. That means your page needs to match the intent behind the keyword. Is the user looking for information, a product, a tutorial or a service? Your content should deliver exactly what they came for.

2. Page Structure and Clarity

How you structure your page helps both users and search engines. Proper use of headers (H1, H2, H3), bullet points and clear formatting makes your content easier to scan and understand.

3. Semantic Relevance

Rather than repeating the same keyword, Google now places more importance and looks at semantically related terms when ranking websites. So if you’re writing about fitness tracking apps, Google expects to see terms like “step counter,” “heart rate monitor” and “workout analytics.”

4. Internal Linking

Relevant internal links help search engine understand your site hierarchy and keep users moving through your content. Linking to related topics and services gives your pages more authority and improves crawlability.

5. Page Speed and Core Web Vitals

Slow-loading pages are a dealbreaker. If your content takes forever to load, users will quickly bounce off your website and you will probably start seeing your rankings drop. Speed, site responsiveness across every different screen size and device and visual stability all matter.

6. Mobile Optimisation

Most searches happen on mobile, so Google prioritises mobile-first indexing. Your pages should work smoothly across all devices, with clean navigation and responsive layouts.

7. Content Quality and Depth

Surface-level content won’t cut it. Google looks for depth, originality and usefulness. Are you genuinely solving the user’s problem, or just summarising what others have already said?

8. Metadata and Tags

Title tags, meta descriptions, image alt text — they still play a role. Not just for Google rankings, but also for improving click-through rates.

Bonus: E-E-A-T signals

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust. It’s Google’s framework for evaluating whether your content is reliable, accurate and worth showing to searchers. While E-E-A-T itself isn’t a direct ranking factor according to the latest documentation, Google’s systems seem to favour content that aligns with it.

8 Best Practices for On-Page Content (Beyond Just Keywords):

So, how should you actually approach content and keyword optimisation now?

1. Write for people first, algorithms second

• Start with the user. What are they looking for? What questions do they have? Build your content around delivering that value clearly and simply. If it reads well and answers questions, you’re already doing half the job.

2. Use keywords naturally, not repetitively

• Your main keyword should appear in strategic spots — like the title, first 100 words, one or two headers and naturally in the body. But don’t force it. Instead, include variations and related phrases.

3. Cover the topic thoroughly

• One of the best ways to optimise content is to cover the topic fully. Think FAQ pages that provide real answers to real questions, edge cases, examples, comparisons — anything that helps someone leave your page feeling fully informed.

4. Optimise headers for “scanability” and SEO

• Break up your content with clear headers that describe what’s coming. This helps both users and search engines understand your structure. For example, instead of a vague heading like “More Information,” use “descriptive” headers that incorporate relevant terms naturally:
  • Poor header: “Additional Details”
  • Better header: “How Google’s BERT Update Changed Keyword Optimisation”

5. Include internal and external links

• Link to related articles, service pages or useful external sources. It builds authority and keeps your content connected to a broader network of information. When creating anchor text for these links, focus on descriptive phrases that provide context rather than generic “click here” text. For example:
  • Poor anchor text: “Click here to learn more about content strategy”
  • Better anchor text: “Our comprehensive content strategy guide explains this concept in detail.”

6. Use visuals to support the message

• Infographics, screenshots, charts or embedded videos help make content more engaging and easier to understand. Bonus: properly labelled visuals can help with image SEO.

7. Keep URLs and meta titles clean and descriptive

• Your URL should clearly reflect the page’s topic. The meta title should include the primary keyword and offer a reason to click. Meta descriptions should summarise the value of the page in a sentence or two.

8. Review and update regularly

• SEO isn’t set-and-forget. Revisit your content every few months to keep it fresh, accurate and aligned with search trends. Tweak headlines, add new insights and remove anything that’s outdated.

How to Stay on Top of the Latest SEO Changes

If you know SEO then you know it never stops moving, changing and evolving. If you want to keep your rankings strong, staying current isn’t optional — it’s essential. But with algorithm updates rolling out regularly and industry trends shifting, how do you stay ahead?

Start with the right sources. Follow official Google Search Central blogs and strong social media accounts. They’re the first to publish guidance when updates drop, clarify how updates work and share best practices straight from Google’s team.

Join the conversation, too. SEO Twitter (or X), LinkedIn, and forums like Reddit and WebmasterWorld are filled with real-time observations from experts and practitioners. It’s where you’ll often see patterns emerge before they become mainstream.

And most importantly, sign up for email marketing campaigns and newsletters from SEO professionals and agencies that do this every day — like ours at Online Marketing Gurus. Our subscribers are always the first to hear of what’s breaking — whether it’s emerging keyword trends, technical SEO shifts or fresh strategies you can actually apply.

Shift from keyword density to a full-spectrum SEO strategy with Online Marketing Gurus

So, is SEO keyword density still important? Not in the old-school way. You don’t need to aim for a percentage. You don’t need to count words. What you do need is smart, intentional content that speaks to your audience and helps Google understand what you offer.

At Online Marketing Gurus, we live and breathe digital marketing. Whether you’re just getting started or you’re auditing a massive content hub, we help you execute the most effecting SEO services based today’s algorithms, not yesterday’s tactics.

Want content that actually ranks? Want an SEO strategy that prioritises results? Let’s talk.

Reach out to Online Marketing Gurus today for a complimentary strategy session and dominate your SEO game like never before.

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mez Homayunfard, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.