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How do you manage keywords on your site?

June 16, 2017 SEO
Comment bien gérer les mots-clés sur votre site ?

You've been told that keywords are essential for referencing your site, only here you are, you're not sure where to put them, whether to repeat them often, etc. There's no miracle recipe, but here are a few things you'll benefit from having in mind.

1. Preamble

What exactly is the density of a keyword? It's all about dosage. The more often a keyword appears on a website's page, the higher its density. To accurately assess this density, reduce the number of repetitions of a keyword to the total number of words in the page. If the same keyword is repeated three times in a 300-word page, the density index will be 3%.

2. "The more you repeat a keyword, the better for SEO"

"Plenty of goods never harms." But does this proverb also apply to keywords? In other words, is the amount of repetition of a keyword synonymous with quality referencing? It is doubtful… Because if density has long had an impact on SEO (the more you repeat a keyword in a page, the better it went back in search engine results), this is no longer the case at present. Google now recommends a keyword density of between 2 and 7 percent. And beyond 10% density index, a site may be penalized compared to its competitors. Bludgeoning a keyword at every end of sentence, for example once every ten words – is sure to arouse the distrust of Google's indexing robots. And above all, it will not be pleasant to read for Internet users. But it is to them that you must please first. If there is no perfect density, keep in mind that if your page doesn't contain enough keywords (or if the choice of your keywords is poor), it may be able to position itself for some time but will disappear Google's first pages of results… It's all about dosage!

Good to know

  • Inserting relevant keywords is essential for good SEO. They are "read" by Google's scanner robots on a regular basis. So we have to pay attention to it.
  • However, it should not be forgotten that the content of your site must please Internet users! SEO brings them to your site, but then it's your content that will convince them… Or not!
  • The "keyword stuffing" is to be banned. On the one hand, indexing robots are not fooled. On the other hand, it could harm your SEO by scaring away your visitors…

3. How do you know that you had a (slightly) heavy hand on your keywords?

To parody a famous campaign to warn the French against the systematic use of antibiotics, one could say that "keywords are good. It sucks to abuse it." To find out if the pages of your site contain too many (or not enough!) keywords, you can draw your calculator and ask 'number of occurrences of the word' / 'total number of words in the page'. Some sites (,, outils-réfé can also calculate the density of your keywords online. Finally, you can simply reread (or have your text reread) after you've deleted all repetitions of your keyword. If the result is incomprehensible, you will need to review your copy. And incidentally invest in a dictionary of synonyms.

Good to know

For referencing a web page, Google not only takes into account the repetition of a keyword but also the presence of synonyms ("co-occurrences" in web language) and meta-words, i.e. words related to your main keyword.

4. The importance of positioning your keywords

Even more than their repetition, locating a keyword within the pages of your site will have a decisive impact in terms of REFERencing. By placing them judiciously (at the beginning of your text, in the title tag, in the alt attribute of your images, in the links…), you will greatly improve the effectiveness of your keywords.

Key points to remember:

  • Write naturally (and not artificially). The density of your keywords should not become an obsession.
  • Your goal is to be both relevant and readable by Internet users. Google goes after, yes!
  • It is better to position a keyword (in the title tag, at the beginning of the text) than to repeat it over a sentence.
  • There is no ideal density for keywords, but beyond 10%, your site may be penalized.
  • The density of a keyword is achieved by dividing the number of occurrences of that word by the total number of words in a web page.