Have you ever read an article that seems to have the same word or phrase mentioned over and over, to the point of annoyance? This tactic, referred to as keyword stuffing, was a big part of SEO—search engine optimization—back in the day. Thankfully, most content writers have moved on from that strategy, especially since Google released an update back in 2011 that demoted pages with excessive keyword counts.

Though keyword stuffing is a thing of the past, clients often ask how often their keywords should be added to the content I am writing for them. Of course, the answer is really that it depends. But the better answer, in my opinion, is all about managing keyword density.

What is an SEO Keyword?

For those of you familiar with the digital marketing space, you likely don’t need a reminder about what an SEO keyword is. But the truth is, this article really isn’t for you—you likely know what you need to know to get your content to rank higher in search engine results pages. However, for small business owners reaching out to a content writer or ghostwriter for website content, this question is alive and well.

An SEO keyword is basically a natural search phrase that a human would type into a search engine like Google to find the information that they are looking for. For example, if someone is searching for tips on using keywords without overloading content, they might type phrases like “keyword density” or “quality content” to see relevant articles. For small business owners looking to create their web content, understanding which phrases their potential customers are searching for is a must for reaching the right audience.

In this article, keywords like “keyword density,” “keyword stuffing,” and “quality content” help search engines connect this content to users looking for insights on finding the balance between keywords and readable text. Using relevant keywords makes the content more accessible to searchers, but careful placement matters, which I’ll discuss more below.

What is the Right Keyword Density?

I promise I’ll share my opinion on keyword density here shortly, but I want to make sure you understand what keyword density is and why it matters. Basically, this is how often you include one of those keywords in your content. The more you include a certain term or phrase, the higher the density. And the higher the density, the more likely you get into that no-no rule of overstuffing.

So, how often should you include a keyword? It’s far less than you might think. As a general rule of thumb, I advise my clients to keep the density below 2%. This guidance aligns with what you’ll see from many SEO experts who understand the balance of creating content that builds trust and authority with consumers as well as with the bots.

And this begs the next question—how many keywords can you have in a blog or article? Yes, it is possible to have too many keywords. When you have too many, that density increases but the article starts to feel less natural. Imagine seeing these similar phrases repeated multiple times within an article: quality content, high-quality content, content quality, and great content. It feels redundant, right? And it also adds no value to you, the reader. 

To make matters even more complicated, using too many keywords can trigger a flag that your content is AI-generated, even when it is not. So, the answer to the question? How many unique keywords can be in an article? I say, keep it simple—for every 500 words, stick to just one or two primary keywords and one or two secondary keywords. That said, if you are writing a 1,500-word article, stick to one or two primary keywords but add up to five or seven secondary keywords.

Quality Content Should be Natural 

The best content flows naturally, almost like a conversation. If, in a conversation with a family member, friend, or colleague, you wouldn’t repeat the same word or phrase over and over, then why would you do that in your writing? 

The message is simple—quality content reads smoothly and provides value to the reader without feeling repetitive. Imagine you’re explaining a topic to a friend. You’d naturally mention the main point or keyword a few times, but you wouldn’t constantly repeat it in every sentence. Similarly, in writing, the goal is to allow keywords to blend effortlessly into the content, supporting the topic without distracting from it.

In naturally flowing content, keywords appear where they’re relevant but don’t feel forced. For example, instead of saying “keyword density” in every paragraph, you might refer to it once or twice, then use related terms like “keyword balance” or “keyword strategy.” This approach keeps readers engaged and allows search engines to understand your topic without overdoing it.

Looking for Great, Natural Content for Your Small Business Website?

As a content writer and ghostwriter, I get the opportunity to create new content for my clients every day. In that content, I work hard to provide unique perspectives that are written in an engaging manner. Of course, I incorporate all of those critical elements of SEO to help those articles rank as high as possible, too. I know how to weave in your keywords where they make sense, without taking away from the quality of your message.

Need a ghostwriter to create great content for your website? Copywriting For You can help. I write website content, blog content, LinkedIn content, and long-form articles to help you demonstrate expertise, experience, authority, and trust to your target audience and the search engines.

Want to talk blog strategy? Schedule a blog scoping call today.