How frequently should you use your keyword to rate highly for it in the search engines? How can you avoid penalties for keyword stuffing? Do the different search engines have different standards for the amount of times you can use your keyword on your site without invoking a penalty? Wayne Hurlbert tackles these and other questions in this article.
What is keyword density?
Keyword density is a combination of the number of times a keyword or a keyword phrase, in proportion with other words, appears on a Web page. The more times the keyword appears in relation to the total number of on page words, the greater the overall keyword density. The more times that other words appear, the lower the proportion of keywords, resulting in a lighter keyword density.
Does keyword density make a difference?
The various search engines, including Google, Yahoo, and MSN Search consider keyword density as part of their search algorithm. Each search engine has a different mathematical equation regarding the density of keywords that is rewarded with higher search ranking placement. There is also a different level of tolerance between the different search engines as to the degree of density permitted before a penalty is imposed.
Okay, so what are keywords anyway?
Keywords are the terms that searchers enter into the search engine's search interface when seeking information, products, or services. The keyword is entered into the search engine algorithm as a mathematical calculation, to determine relevance of the many billions of Internet pages to that particular search. The pages the algorithm deems most relevant to the search for those keywords are ranked accordingly.
How are keywords different from keyword phrases?
A keyword can be one single word or a phrase including that word. Searchers use both types of entries when seeking information. As a general rule, the longer the phrase, the more specific the returned information will be from the search engine index.
Choosing Keywords 
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