I’m continuously surprised by the number of people who still believe keyword density impacts your ability to rank well on search engines. That was true at one point in time but certainly not today. Search engines like Google are more interested in your ability to satisfy a searcher’s query because satisfied searchers come back again. The more times someone visits, the more opportunity Google has to entice them with revenue-generating advertisements.
Roughly 90% of Google’s $89.5 billion revenue in 2016 came from its proprietary advertising service, Google AdWords. The percentage of times a keyword or keyword phrase appears on a web page compared to the total number of words on the page has nothing to do with satisfying searcher intent. Website owners should focus more on producing high-quality content and earning signals (like links) that tell Google your content is worthy of a high ranking.
Contributors: Donna Duncan from B-SeenOnTop (Philadelphia SEO)