Balancing keyword density can be tricky. Keywords play an important role in optimizing your site and content. However, ranking high in the SERP (search engine results page) is more complicated than picking the right words for your page. In fact, overusing keywords can actually harm your rankings and hurt your opportunity to rank in the SERP. Use GROWL’s guide to maximize your SEO ranking while balancing keyword density in today’s AI-powered search environment.
What is Keyword Density?
Keyword density is the number of times a keyword or phrase appears in your content or site. The density is typically calculated as a percentage, and search engines will use this number to help rank your content and site in the SERP.
Today, keyword density is still relevant—but no longer a leading factor. Search engines and AI models like Google’s SGE now prioritize context, semantic relevance, and how well content satisfies the user’s search intent.
Keyword Stuffing
As marketers continue to learn and adapt to SEO algorithms, they continue to adapt to a search engine’s users. Search engines like Google want to eliminate frustration for the user and provide the results they are looking for. Users likely won’t find what they are looking for in an article or site stuffed full of keywords compared to a site with organized, value-adding content. Therefore, Google and other search engines will punish content stuffed with keywords to better serve their customers.
An excellent way to avoid keyword stuffing and still use keywords relevant to your topic is to use keyword variants. These are similar to your target keyword but typically break down your keyword into a more specific variant. For example, if you are writing a blog with the target keyword “rottweiler temperament,” you can use variants like “rottweiler behavior,” “rottweiler obedience,” and “rottweiler training.” A great place to look for variants is at the bottom of the Google search page under feedback, where other searches are suggested.
In 2025, keyword variants—along with semantically related phrases—help AI models better understand your topic’s depth and relevance. Including naturally phrased questions and answers (“How do you train a Rottweiler?”) improves your visibility in generative AI search results and voice queries.
Your Strategy for 2025 AND BEYOND
There is no “perfect” keyword density anymore. Instead, focus on writing content that reads naturally, addresses user intent, and covers topics comprehensively. The calculation is not an exact percentage; remember, other factors go into the SERP ranking. Your geographic, page authority, and external links all play an essential role in your ranking, not to mention the quality of content and the users’ actions. Nevertheless, an easy way to calculate your keyword density is to take the number of times a keyword appears and divide it by the total number of words in the copy. Then, multiply that number by 100 to get your percentage.
A good strategy to improve your SERP ranking is to remember to always write for the reader. Use keywords appropriately to give them the best information possible that answers any questions they may have. Your copy should always flow nicely and have a natural progression for the reader. Add keywords where they fit naturally.
Additionally, optimizing for generative AI search means prioritizing:
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Answering questions conversationally and clearly
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Structuring content with headings, lists, and schema markup
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Building topical authority through interconnected, in-depth content
Lastly, consider using tools such as Surfer SEO, Yoast SEO, Frase, Clearscope, or AlsoAsked to optimize your keyword percentage and get the best results.
Do you need help creating content that optimizes keyword density for your ranking on the SERP? Contact the GROWL Team today!