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</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><td class="sidebar-pretitle">Part of a series on</td></tr><tr><th class="sidebar-title-with-pretitle"><a href="Online_advertising" title="Online advertising">Internet marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li>
<li><a href="Local_search_engine_optimisation" title="Local search engine optimisation">Local search engine optimisation</a></li>
<li><a href="Social_media_marketing" title="Social media marketing">Social media marketing</a></li>
<li><a href="Email_marketing" title="Email marketing">Email marketing</a></li>
<li><a href="Referral_marketing" title="Referral marketing">Referral marketing</a></li>
<li><a href="Content_marketing" title="Content marketing">Content marketing</a></li>
<li><a href="Native_advertising" title="Native advertising">Native advertising</a></li></ul></td>
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<a href="Search_engine_marketing" title="Search engine marketing">Search engine marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Pay-per-click" title="Pay-per-click">Pay-per-click</a></li>
<li><a href="Cost_per_impression" title="Cost per impression">Cost per impression</a></li>
<li><a href="Search_analytics" title="Search analytics">Search analytics</a></li>
<li><a href="Web_analytics" title="Web analytics">Web analytics</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
<a href="Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Ad_blocking" title="Ad blocking">Ad blocking</a></li>
<li><a href="Contextual_advertising" title="Contextual advertising">Contextual advertising</a></li>
<li><a href="Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li>
<li><a href="Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
<a href="Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Cost_per_action" title="Cost per action">Cost per action</a></li>
<li><a href="Revenue_sharing" title="Revenue sharing">Revenue sharing</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
Misc</th></tr><tr><td class="sidebar-content">
<ul>
<li><a href="Keyword_research" title="Keyword research">Keyword research</a></li>
<li><a href="PageRank" title="PageRank">PageRank</a></li>
<li><a href="WordPress" title="WordPress">WordPress CMS</a></li></ul></td>
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<p><b>Keyword density</b> is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of <a href="Search_engine_optimization" title="Search engine optimization">search engine optimization</a>, keyword density can be used to determine whether a web page is <a href="Relevance_(information_retrieval)" title="Relevance (information retrieval)">relevant</a> to a specified keyword or keyword phrase.
</p><p>In the late 1990s, the early days of <a href="Search_engines" class="mw-redirect" title="Search engines">search engines</a>, keyword density was an important factor in page ranking within search results. However, as <a href="Webmaster" title="Webmaster">webmasters</a> (website managers) discovered how to implement optimum keyword density, search engines began giving priority to other factors beyond the direct control of webmasters.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> Today, the overuse of keywords, a practice called <a href="Keyword_stuffing" class="mw-redirect" title="Keyword stuffing">keyword stuffing</a>, will cause a web page to be penalized by search engines.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup>
</p><p>The formula to calculate keyword density on a web page for <a href="Search_engine_optimization" title="Search engine optimization">search engine optimization</a> purposes is <span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle (Nkr/Tkn)*100}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<mo stretchy="false">(</mo>
<mi>N</mi>
<mi>k</mi>
<mi>r</mi>
<mrow class="MJX-TeXAtom-ORD">
<mo>/</mo>
</mrow>
<mi>T</mi>
<mi>k</mi>
<mi>n</mi>
<mo stretchy="false">)</mo>
<mo>∗<!-- ∗ --></mo>
<mn>100</mn>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle (Nkr/Tkn)*100}</annotation>
</semantics>
</math></span><img src="./ea602413ebe3fcc416a7d72983c165dece03635c.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.838ex; width:17.22ex; height:2.843ex;" alt="{\displaystyle (Nkr/Tkn)*100}" loading="lazy"></span>, where Nkr is how many times a <i>specific keyword</i> is repeated<i>,</i> and Tkn is the <i>total words</i> in the analyzed text. The result is the keyword density value. When calculating keyword density, HTML tags and other embedded tags that do not appear in the text of the published page should be ignored.
</p><p>When calculating the density of a keyword phrase, the formula is <span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle (Nkr*Nwp/Tkn)*100}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<mo stretchy="false">(</mo>
<mi>N</mi>
<mi>k</mi>
<mi>r</mi>
<mo>∗<!-- ∗ --></mo>
<mi>N</mi>
<mi>w</mi>
<mi>p</mi>
<mrow class="MJX-TeXAtom-ORD">
<mo>/</mo>
</mrow>
<mi>T</mi>
<mi>k</mi>
<mi>n</mi>
<mo stretchy="false">)</mo>
<mo>∗<!-- ∗ --></mo>
<mn>100</mn>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle (Nkr*Nwp/Tkn)*100}</annotation>
</semantics>
</math></span><img src="./cbab74584852fe9c49f93f6b16878035e561273c.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.838ex; width:24.311ex; height:2.843ex;" alt="{\displaystyle (Nkr*Nwp/Tkn)*100}" loading="lazy"></span>,<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Where Nwp is the number of words in the phrase. For example, for a 400-word page about search engine optimization where "search engine optimization" is used four times, the keyword phrase density is (4*3/400)*100 or 3 percent.
</p><p>From a mathematical viewpoint, the original concept of keyword density refers to the frequency (Nkr) of the appearance of a keyword in a dissertation. A "keyword" consisting of multiple terms, e.g. "blue suede shoes," is an entity in itself. The frequency of the phrase "blue suede shoes" within a dissertation drives the keyphrase density. It is mathematically correct for a 'keyphrase' to be calculated just like the original calculation but considering the word group, "blue suede shoes," as a single appearance, not three:
</p><p><span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}}}\right)*100}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<mrow class="MJX-TeXAtom-ORD">
<mtext>Density</mtext>
</mrow>
<mo>=</mo>
<mrow>
<mo>(</mo>
<mrow class="MJX-TeXAtom-ORD">
<mfrac>
<msub>
<mi>N</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kr</mtext>
</mrow>
</msub>
<msub>
<mi>T</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kn</mtext>
</mrow>
</msub>
</mfrac>
</mrow>
<mo>)</mo>
</mrow>
<mo>∗<!-- ∗ --></mo>
<mn>100</mn>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}}}\right)*100}</annotation>
</semantics>
</math></span><img src="./fbdd16f9e6054978470113a4f44ca3c45c78663e.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -2.505ex; width:24.445ex; height:6.176ex;" alt="{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}}}\right)*100}" loading="lazy"></span>
</p><p>Keywords that consist of several words artificially inflate the total word count of the dissertation. The purest mathematical representation should adjust the total word count <span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle T_{\text{kn}}}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<msub>
<mi>T</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kn</mtext>
</mrow>
</msub>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle T_{\text{kn}}}</annotation>
</semantics>
</math></span><img src="./2b7df8eda987a35fcc6d05030f1e23e7e0e11cfc.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.671ex; width:3.372ex; height:2.509ex;" alt="{\displaystyle T_{\text{kn}}}" loading="lazy"></span> lower by removing the excess keyphrase word counts from the total:
</p><p><span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}-\left(N_{\text{kr}}\cdot (N_{\text{wp}}-1)\right)}}\right)\times 100}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<mrow class="MJX-TeXAtom-ORD">
<mtext>Density</mtext>
</mrow>
<mo>=</mo>
<mrow>
<mo>(</mo>
<mrow class="MJX-TeXAtom-ORD">
<mfrac>
<msub>
<mi>N</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kr</mtext>
</mrow>
</msub>
<mrow>
<msub>
<mi>T</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kn</mtext>
</mrow>
</msub>
<mo>−<!-- − --></mo>
<mrow>
<mo>(</mo>
<mrow>
<msub>
<mi>N</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>kr</mtext>
</mrow>
</msub>
<mo>⋅<!-- ⋅ --></mo>
<mo stretchy="false">(</mo>
<msub>
<mi>N</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>wp</mtext>
</mrow>
</msub>
<mo>−<!-- − --></mo>
<mn>1</mn>
<mo stretchy="false">)</mo>
</mrow>
<mo>)</mo>
</mrow>
</mrow>
</mfrac>
</mrow>
<mo>)</mo>
</mrow>
<mo>×<!-- × --></mo>
<mn>100</mn>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}-\left(N_{\text{kr}}\cdot (N_{\text{wp}}-1)\right)}}\right)\times 100}</annotation>
</semantics>
</math></span><img src="./91cac7cd64a050d62f8bb8b77a67478c1e9bfd91.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -2.671ex; width:44.802ex; height:6.343ex;" alt="{\displaystyle {\text{Density}}=\left({\frac {N_{\text{kr}}}{T_{\text{kn}}-\left(N_{\text{kr}}\cdot (N_{\text{wp}}-1)\right)}}\right)\times 100}" loading="lazy"></span>
</p><p>where <span class="mwe-math-element mwe-math-element-inline"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle N_{\text{wp}}}">
<semantics>
<mrow class="MJX-TeXAtom-ORD">
<mstyle displaystyle="true" scriptlevel="0">
<msub>
<mi>N</mi>
<mrow class="MJX-TeXAtom-ORD">
<mtext>wp</mtext>
</mrow>
</msub>
</mstyle>
</mrow>
<annotation encoding="application/x-tex">{\displaystyle N_{\text{wp}}}</annotation>
</semantics>
</math></span><img src="./239060e498eaf3791220121e0e3487cdd9a84994.svg" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -1.005ex; width:4.199ex; height:2.843ex;" alt="{\displaystyle N_{\text{wp}}}" loading="lazy"></span> is the number of terms in the keyphrase.
</p><p>By 2022, search engines had begun to favor <a href="Semantic_SEO" class="mw-redirect" title="Semantic SEO">semantic SEO</a><sup id="cite_ref-searchenginejournal_art1_4-0" class="reference"><a href="#cite_note-searchenginejournal_art1-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> meaning they understand synonyms, context, and content themes without requiring high keyword repetition.
</p>
<div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2></div>
<ul><li><a href="Online_advertising" title="Online advertising">Online advertising</a></li></ul>
<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>
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<li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">
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</style><cite id="CITEREFTobitt2025" class="citation web cs1">Tobitt, Charlotte (2025-05-13). <a rel="nofollow" class="external text" href="https://pressgazette.co.uk/publishers/digital-journalism/google-ai-overviews-leads-to-dramatic-reduction-in-click-throughs-for-mail-online/">"Google AI Overviews leads to dramatic reduction in clickthroughs for Mail Online"</a>. <i>Press Gazette</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2025-07-14</span></span>.</cite></span>
</li>
<li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://developers.google.com/search/docs/essentials/spam-policies">"Spam Policies for Google Web Search | Google Search Central | Documentation"</a>. <i>Google for Developers</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2025-07-14</span></span>.</cite></span>
</li>
<li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><cite id="CITEREFTaniarGervasiMurganteApduhan2010" class="citation book cs1">Taniar, David; Gervasi, Osvaldo; Murgante, Beniamino; Apduhan, Bernady O.; Pardede, Eric (2010-03-16). <span class="id-lock-registration" title="Free registration required"><a rel="nofollow" class="external text" href="https://archive.org/details/computationalsci0000tani"><i>Computational Science and Its Applications - ICCSA 2010: International Conference, Fukuoka, Japan, March 23-26, 2010, Proceedings</i></a></span>. Springer Science & Business Media. p. <a rel="nofollow" class="external text" href="https://archive.org/details/computationalsci0000tani/page/212">212</a>. <a href="ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <bdi>9783642121883</bdi>. <q>(Nkr * Nwp / Tkn) * 100.</q></cite></span>
</li>
<li id="cite_note-searchenginejournal_art1-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-searchenginejournal_art1_4-0">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://www.searchenginejournal.com/content-semantic-seo/201596/">7 Ways To Use Semantic SEO For Higher Rankings - searchenginejournal</a></span>
</li>
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