Page content is the heart of on-page SEO. It tells both search engines and readers what your website and business is all about.
The first step in creating high-quality content is, choosing relevant keywords. Conduct keyword research by searching Google for terms and seeing what your competitors and other websites are doing.
The second step in creating high-quality content is, considering how your page content falls into the buyer’s journey and visitors’ search intent. These will affect how you will use your keywords and what types of content you will create.
Type of Content (Buyers Journey)
The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.
The journey consists of a three-step process:
1. Awareness Stage: The buyer realizes they have a problem.
Content Type – Blog posts, Videos, Homepage
2. Consideration Stage: The buyer defines their problem and researches options to solve it.
Content Type – Buyer’s guides, Case studies or About page/Service Page
3. Decision Stage: The buyer chooses a solution.
Content Type – Product demos, Contact page or Pricing pages
Here are a few best practices for writing high-quality page content:
- Incorporate short and long-tail keywords naturally.
- Add engaging and relevant visual content.
- Write for your specific buyer persona(s).
- Actively solve your audience’s problem.
- Develop content people will share and link to.
- Optimize for conversions with CTAs to offers and product pages.
What is Keyword Density?
Keyword Density is the percentage of times a keyword or phrase appears on a specific web page. When the keyword density is far higher than the recommended level, it might trigger search engines to think it’s keyword stuffing. So, we need to make sure the keyword density is not too high for any primary or secondary search phrases.
Keyword density is a foundational concept of search engine optimization (SEO). It’s important to understand how keyword density works, since it can have a direct impact on your site content’s visibility in search engine results pages (SERPs).
Keyword density refers to the number of times a keyword appears on a given webpage or within a piece of content as a ratio or percentage of the overall word count. This is also sometimes referred to as keyword frequency, or the frequency with which a specific keyword appears on a webpage.
Keyword density — also called keyword frequency — describes the number of times a specific keyword appears on a webpage compared to the total word count.
How do you calculate keyword density? The formula is straightforward: Divide the number of times a keyword is used on your page by the total number of words on the page – the resulting figure is the keyword density of that page.
Here’s an easy example: Your page has 1,000 words and your keyword is used 10 times. This gives:
10 / 1000 = .001
Multiply this by 100 to get a percentage, which in this case is 1%.
As with virtually all aspects of SEO, there are no clearly defined “rules” when it comes to keyword density. You won’t find any guidelines from Google that tell you exactly how many keywords a piece of content should contain, nor are there any specific figures or statistic you can rely upon that govern how densely keywords should or should not appear on your site.
So how do you use keyword responsibly? Some say there is no magic number. Others say there is a magic number: 3-4% keyword density is considered safe by most.
What is Keyword Stuffing?
Keyword stuffing is a black hat SEO method which increases the number of keyword density to a far higher range in order to rank for potential keywords. After the panda update, it’s not recommended to keyword stuff to manipulate search engines and should be avoided at all costs.
Keyword stuffing is the practice of inserting a large number of keywords into Website content, Meta Tags and Anchor Text in the attempt to artificially increase a page’s ranking in search results and drive more traffic to the site.
Once-upon-a-time, keyword stuffing was a relatively successful SEO strategy. However, today keyword stuffing is considered an unethical SEO (search engine optimization) technique, and even it can cause your content to be removed from search listings entirely.
“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.