For web content writers, the responsibility of using a requisite number of keywords in a web copy is immense. To many, especially SEO executives, failing to adhere to a strict code of keyword usage means inability to write a page of competent content! This idea of using a generous number of keywords in web content writing has become an influential guideline for many budding writers. The truth is that using keywords is not as big a deal as writing superior content. If you fail to deliver in terms of engaging and interesting content, the right number and use of keywords will not get you any benefits whatsoever.
What is this concept of keyword density that web content writers are so concerned about? On a very skeletal level, keyword density is the ratio of the number of keywords you are using, both primary and tertiary, as opposed to the total number of words in the web copy. So, if you are using 4 keywords in 100 words of content, your keyword density is 4%. According to the traditional school of content writing, your web copy must hover somewhere between 1.5 to 2% in terms of keyword density. Going below this range will mean that you have written content that might not justify your effort and the cost borne by the company. Shooting above this limit would be considered as spam material by search engine crawlers.
Now, the problem is that search engine crawlers and algorithms have taken huge leaps of progress since this theory was in practice. Today, the search engine crawlers are more life-like than ever. They judge and index content from a human reader’s point of view. The algorithms are conversant with the use of synonyms and smart framing of sentences. So, as a web content writer, you are less likely to fool the crawlers by using generous amounts of keywords in a veiled way. This kind of indexing is termed as Latent Semantic Indexing (LSI). This takes away the notion that you have to pack in a certain number of keywords to be favorably indexed. The focus has shifted to writing relevant content in order to grab those envious top search engine result slots.
This shifting of the onus to quality content being the primary factor and not keyword density has made life easier for web content writers! You need not be hassled by the burden of using a specific number of keywords in each paragraph anymore. Instead, concentrate on writing a web copy that is worth reading. That does not mean that you will do away with the list of keywords completely! Use keywords judiciously and solely on terms of merit. Organically used keywords in the content will highlight your writing both for human readers and also search engine crawlers. Work on the natural flow of thought and express and let keyword density take a backseat. After all, we always say, content is king; not, keyword is king!