What is the ideal keyword density for a page?

There’s many numbers flying around about the percentage of keywords that should be included on a page; 10, 15, 20 and so on, or maybe there’s a magical recipe that if you follow it exactly then you’ll rank number one – I’m sorry, but that’s just not the case.


Firstly there comes a point where the search engines will say, “I can see you’re trying to target for a particular keyword or phrase so you don’t need to tell us anymore”.


Of course there has to be a certain amount of keywords on a page to let a user know that they’re in the right place, but the key is definitely relevancy and user experience particularly when the effects of August 2013’s Hummingbird algorithm change are taken into consideration too. The same approach also applies to titles and headings.


Are the titles and headings click worthy or keyword focussed?

While it’s great to have the keywords represented, it doesn’t matter if they don’t appear at the front of the headline; users just want a great experience so try and be as natural as possible.


Is freshness an important signal to search engine ranking?

Google has implied in the past that frequently updated pages get a boost in rankings and, therefore, this would tend to suggest that blogs and news sites will be favoured over company pages which can be static.


However, this is not exactly true and to provide a reasonable explanation the concept of "query that deserves freshness”, better known as QDF, needs to be understood. QDF is applied by Google when returning results about a specific event or theme that’s popular of newsworthy.


For example, if an asteroid were to hit the earth then Google would be compelled to provide the best user experience and bring the most relevant, up-to-date information. Technology and sports are good examples of where freshness would be appropriate.


Not all searches deserve or require freshness though; for example if a user was looking for general information on the galaxy, stars etc Google would return results that best meet the 200 or so other key indicators.


This could be written by an academic or a company with complimentary offerings in that area so regular SEO chances are few and far between, but it doesn’t matter because the key here is to provide quality content that has longevity because it’s likely that if it’s popular today, it will be popular in six months’ time. What the SEO person must not do is to suddenly start changing existing articles to become "fresh" as this will have no effect.


Does participating in Google AdWords help an organic listing?

Absolutely not! However, a 2012 Google study has shown that a high organic ranking reduces AdWords spend and conversely AdWords spend increases when organic rankings are low.