Your Online Superheroes
Call today: 01376 322782
Keyword Repetition: How much is too much?
23rd February 2025
A recent conversation about keyword repetition sparked this post to guide anyone else falling into the SEO trap.
I was talking to a client this week who was panicking about the content on their website. Basically they had been speaking to an outside expert about their page copy and how it could be improved. Fair enough so far.
But then the age old subject came up about keyword repetition. Cue the client physically counting the times a keyphrase is repeat throughout several of the blog posts I had written.
For anyone that hasn’t been working in the web world for nearly 25 years, I shall bring oyu up to speed: Before 2012, it was possible to game Google (et al) into ranking your website higher than your competitors. One of those early tactics was to stuff your chosen keyphrases into copy as many times as you could. it didn’t have to make sense but it worked.
Luckily at around 2012, Google put a massive stop to that with the Google Panda and the Google Penguin updates. Between them, websites that were both thin on content and were blatantly using bad techniques to promote their website saw a massive drop in rankings. Overnight.
So now the playing field is more even. Yes, you will have to repeat your keyphrase in the content you write, but what extent of keyword repetition is bad?
An Extreme example of how not to do Keyword Repetition
I shall start with what is not allowed. What i am about to give you is an extreme example of keyword repetition.
Tell me if you can comfortably read the copy in this image:
Yes. neither can I! This is too much. That text isn’t even readable and reeks a bit of desperation.
Copy like this will make any visitor to your website do a 180 and go back to Google. And after a short while, Google will want to know why so many users are doing the same. And bang! You are on the naughty list.
So what Should I do?
When talk about a subject, you know a lot about, or are passionate about, you talk about it using using common terms with a second thought. So by creating compelling content about the subject, any potential keyphrases are repeated naturally.
Whether you are writing a page or a post, it also helps to know what keyphrase you would like to rank for. I will tackle this in another post, but let’s just say for now, you have your keyphrase in mind.
Write Something Compelling
Remember the internet is still an information super highway that most of the population of the world use for information. Google and other search engines exist so web users can find the best information to serve them.
So if people are coming onto your website to read your content on X keyphrase, it means they want to know more about it.
Not necessarily to buy your product/service. They could just be seeking advice on the subject, or doing research or comparing ideas.
So how can you best help that end user? What advice can you give them about X subject? What do they need to know moving forward? Even better, what shouldn’t they do? These should give you ideas for good content.
Is there an actual number for Keyword Density?
Keyword density is the number of times a keyphrase appear in a web page (or post).
There is not a definite number to adhere to, but as a guide, there is a formula according to SEM Rush.
If you divide the total word count of your post/page with the number of times your keyphrase is repeated. Then multiply this number by 100 and that is your percentage.
But that’s a bit techy isn’t it? You may get some SEO consultants give you a figure such as repetition every 1-200 words and SEO software that say aim between 0.5%-3% for the optimum in SEO.
My Best Tips
- Focus on User Experience not SEO. You could easily drive yourself mad by focusing on keyword density for SEO, so don’t! Instead focus on serving the user. The keyphrase needs to appear as early as possible, for example in a heading. This at least tells the end user that they are on the right page.
- Write for the people, not the search engines. An age old tip that applies even now. You are not a robot and your users are deifintely not. So write natural content for them. If you try writing your copy with search engines in mind, people will turn away. A massive red flag for Google.
- Use an SEO plugin. If you are on WordPress, a shop site or any CMS based platform, you can add a good SEO plugin that can notify you if your repetition is just a bit too much. For WordPress, I use the free verison of Yoast SEO. This checks your content in real time and warns you if you are over optimising for your keyphrase.If you aren’t on any platform then try an online tool like SEMRush’s Online Checker
- Read through your content. Copywriting can be mentally draining, so once your’ve written your piece, go away and take a break from the screen. Make a cup of tea, watcha film or something. Then look back on your article on a fresher mind. Does it read ok? Do you understand it? If not then make changes.
- Get someone else to read it. it’s also easy to get to engrossed in your writing. So ask someone else to read it: A colleague, your boss, your friend. They will tell you if it sounds forced. If you are stumped, then I volunteer my Mum who gives a very honest opinion!
Conclusion
Whether you are conscious of falling foul of Google or want to write the best piece possible for your website. These tips should give you a better insight on what to focus on. If your article is that compelling and well written then othr websites will want to link to it naturally or even better, Google will use your content to inform its users.
DVH Design offers both small business SEO and dedicated SEO for larger companies. Get in touch today to discuss your SEO needs
Leave a Reply