The formula
Keyword density is the number of times a phrase appears, divided by the total number of words, multiplied by 100:
density = (uses ÷ total words) × 100
Our checker counts whole-word matches only, so "seo" is never counted inside "seoul", and it counts every word, including short ones like "the" and "a".
The sample text
Here is a short product description for an imaginary bakery. The target keyword is sourdough bread.
Our bakery in Austin makes sourdough bread every morning. Each sourdough loaf rests for 36 hours before baking, which gives the crust its deep color and the crumb its open texture. Customers often ask why our sourdough bread tastes different from supermarket loaves. The answer is time: a slow, cold rise lets wild yeast and bacteria develop flavor that fast commercial yeast cannot match. We bake three kinds of loaves: a classic white sourdough, a whole wheat loaf and a rye blend. If you want to bake sourdough bread at home, start with a healthy starter, weigh your flour, and keep the dough cool overnight. Visit the shop before 10 a.m. for the best choice of fresh bread.
The calculation, step by step
- Count the words. The text has 119 words (numbers such as "36" and "10" count as words).
- Count the exact phrase. "sourdough bread" appears 3 times: in the first sentence, the third sentence and the sixth.
- Divide and multiply. 3 ÷ 119 × 100 = 2.52%.
Some tools measure the share of words taken by the phrase instead. Because "sourdough bread" has two words, that method gives 3 × 2 ÷ 119 × 100 = 5.04%. Neither number is wrong; they measure different things, which is why our checker shows both.
| Measure | Result |
|---|---|
| Total words | 119 |
| "sourdough bread" (exact phrase) | 3 uses · 2.52% |
| Share of words taken by the phrase | 5.04% |
| "sourdough" on its own | 5 uses · 4.20% |
| "bread" on its own | 4 uses · 3.36% |
| Sentences / average length | 8 · 14.9 words |
Paste the sample text above with the keyword "sourdough bread" and you will get exactly these numbers, plus the top terms and repeated phrases.
Open Keyword Density Checker →What the results mean
At 2.52%, the phrase sits a little above the common 0.5% to 2% range. Does that mean the text is over-optimized? Not really. Short texts always show higher density, because each use is a bigger share of a small total. Read it aloud: each mention has a reason to be there, and the text also uses related words (loaf, crust, starter, rye) that make the topic clear.
If this were a 1,000-word page and the phrase appeared 25 times, that would be a different story. That density would read as repetitive, and repeating keywords unnaturally is against Google's spam policies.
Keyword density is not a ranking formula
Google does not use a target keyword density, and no percentage guarantees rankings. What counts is whether the page answers the search clearly and helpfully. Use density as a quick check for two problems:
- Too low: the page never clearly says what it is about.
- Too high: the same phrase is repeated so often that it reads badly.
Where to place your keyword naturally
- In the page title and the main heading (H1). Check titles with the Page Title Analyzer.
- In the first one or two sentences, so readers know they are in the right place.
- In one or two subheadings, ideally as a natural variation.
- In the meta description, which Google may show under your title.
- Everywhere else, use synonyms and related terms instead of repeating the exact phrase.
Checking a lot of pages? The keyword density checker has no daily limit, and Pro removes the limit and the ads on the rest of the tools too.
Frequently asked questions
What is a good keyword density?
There is no official number. Many well-written pages land between about 0.5% and 2% without trying. Treat it as a check for repetition, not a target.
Why does my density look high on a short text?
Each use is a bigger share of a small total. Three uses in 119 words is 2.52%, while the same three uses in 600 words would be 0.5%.
Should I count stop words?
Our checker counts every word, including stop words, because that is the most common method. Its Top terms table leaves stop words out so the useful words stand out.
Does keyword density affect Google rankings?
Not directly. Google ranks pages that answer the search well. Over-repeating a keyword can make a page read badly and break Google’s spam policies.