Measuring the amount of keywords on a page doesn't have to be complicated. And while you should definitely include this validation step before publishing a web page, it only makes up a small percentage of potential keyword optimization criteria...

In this article, I'll cover two techniques that I use when analyzing keyword densities, they are The Rule of Thumb Method and Using Keyword Density Analyzers.

What is Keyword Density?

This validation technique is the percentage of instances of a particular keyword or keyword phrase on a webpage compared to other words within a page.

For example, if you have 100 keywords on a webpage, and 10 of those keywords are the word density, you have a keywords percentage of 10%. The theory behind this SEO best practice is that search engines are looking for a word (or phrase) that appears within a specific density.

Webpages with density percentages (of keywords) above typical search engine criteria are frequently considered as SPAM, and can get a webpage penalized. Penalties reciprocate, so your entire site could be effected if you are stuffing keywords or unintentially using a high density of targeted keywords. Density analyzers can help, but there is another way, which I'll explain in a moment.

There's No Perfect Density of Keywords

While most experts and collaborative groups will argue that there is a specific density percentage used by the Googlebot, Slurp, and other spiders in their ranking criteria, I believe the density of keywords is weighed in averages not as a locked down percentage. But in all fairness I'll explain both density calculations and let you try for yourself. First try the simple way, then use a density analyzer.

Both methods including the use of keyword density analyzers have about the same results from my experience. Good programs recommend a simple keyword measurement. Other, sometimes expensive density analyzers, recommend a flat keyword percentage, which can be difficult to manage.

Rule of Thumb Keyword Density Calculation

I use this "3 keywords for every 100" method more than web-based keyword density analyzers. Not only is it easier to write pages, but it keeps you from micro-managing keywords for each page you write on your website. This keyword density rule is simple:Include 3-4 instance of your keyword for every 100 words on the page. That's it, pretty simple isn't it?

So how do you count keywords without online keyword density analyzers? I found an extremely useful macro that you can paste into Microsoft Word to help you analyze keyword densities. It's a do-it-yourself density analyzer. Here it is:

Keyword Density Macro for Microsoft Word:

Sub KeywordDensity()

If Selection.Start = Selection.End Then
    MsgBox "You should select your keyword phrase prior to running this macro."
Else
    Dim KeyPhrase, Report As String
    Dim KeyPhraseCount, WordCount As Integer
    Dim Density As Double
    
    KeyPhrase = Trim(Selection.Text)
    WordCount = ActiveDocument.BuiltInDocumentProperties(wdPropertyWords)

    KeyPhraseCount = 0
    With ActiveDocument.Content.Find
        .ClearFormatting
        Do While .Execute(FindText:=KeyPhrase, Forward:=True, _
                Format:=False, MatchWholeWord:=True, MatchCase:=False) = True
            KeyPhraseCount = KeyPhraseCount + 1
        Loop
    End With
    Density = Int(KeyPhraseCount / WordCount * 100000) / 1000
    
    Report = "There are " & WordCount & " words." & vbCrLf
    Report = Report & "There are " & KeyPhraseCount & " instances of "
    Report = Report & KeyPhrase & vbCrLf
    Report = Report & "Density is " & Density & "%"
    MsgBox Report
End If

End Sub

For Word 2000 (may be slightly different for other versions):

1. From the menu, go to Tools/Macros/Visual Basic Editor

2. You're now in VB. From menu, go to View/Project Explorer

3. From your left panel, look for Normal and open it if necessary, then look under it for Modules and open that, too, if necessary. You will probably already have a Module there called NewMacros. If not, right-click on Modules and do an Insert/Module.

4. Double-click on either NewMacros or the new module you just created to select it. The right should change to show you any previously saved routines (likely it will be a blank page).

5. Copy and paste all code above into the editor.

6. From menu, go to Debug/Compile Normal. Save it with the disk icon or, from menu, File/Save. Close Visual Basic Editor.

To execute this density analyzer macro, first highlight any word or phrase in your copy, then from the Word menu, go to Tools/Macros and select (if necessary) KeywordDensity and click on the Run button. You can, of course, also assign it to a toolbar icon if so inclined.

Option 2: Use Keyword Density Analyzers

Typically keyword density analyzers use a 3-5% keyword guideline (similar to our simple method above). The only disadvantage of using these type of keyword density analyzers is that it's easy to get caught up in counting calories (so to speak). Density Analyzers in general are great tools for conceptual awareness, especially when it comes to keywords, but they aren't a Bible for SEO Best Practices.

Try the Free Density Analyzers at ScrubTheWeb.com

This extremely robust tool has more than just keyword density analyzers, but for this article, we'll stick to keyword density. I like using ScrubTheWeb.com because their tool shows me 1, 2, and 3 keyword combinations used on the page (targeted keywords or not), with density percentages.

I can use STW's keyword density analyzers to determine if my targeted words are between 3-5% as well as insure that other words on the page fall below 3%. There's even a Density Manipulator to help you drop and add keyword and keyword phrases until you get a density you're happy with.

Visit ScrubTheWeb.com to try these keyword density analyzers for yourself.

Results From Analyzing This Article using STW

Keyword Density Analyzers: WP Page Analyzer

The second of these keyword density analyzers I recommend (if you're not using the Rule of Thumb Method) is Web Position's Page Critic. This tool is integrated with a suite of search engine optimization features, including keyword analyzers. I personally use Web Position 4, but mostly for ranking statistics and scheduled search engine submission, not so much for the density analyzers.

It's a little on the pricy end, but if you measure ROI like I do, this suite pays for itself 10 fold. Try out Web Position for free before purchasing any keyword density analyzers so you can see what I'm talking about.

So That's Keyword Density

If you have any questions about this article or any software mentioned, please shoot me an e-mail. I'd be more than happy to give you more information about density analyzers or general SEO. My suggestion would be to go with the Rule of Thumb method and not to put too much time in to keyword density analyzers. Search engine optimization should be something you enjoy, not something that consumes your life. Happy analyzing!

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Steve Wiideman
Search Engine Optimization Expert
Internet Marketing | Web Site Promotion
E-mail: steve@stevewiideman.com