For those sites in your Web Empire that are intended to attract targeted traffic, which are the majority of your content sites, it is useful to optimize individual pages for particular keywords relevant to your topic. (I’m using the term keyword in the general sense, including keyword phrases). But what is the optimal level?

Many people have recommended particular percentages, or keyword density, for optimal search engine benefit. It is increasingly difficult, however, to walk the fine line between ‘highly optimized’ and ‘keyword stuffing’. The search engines are looking for keyword stuffing, and penalizing those who include a keyword too many times. Much depends on the exact keyword being used, and the context. Text in paragraphs do not naturally repeat the same keyword several times in each paragraph. Lists, however, may quite naturally contain certain keywords. It all depends on the specifics.

So how do you decide? Simple. Check the top-ranked pages for the keyword in question. I tend to use Google and Yahoo for tests like this, and ignore smaller search engines — but you might want to include a different one if there is a topic-specific engine for your subject. Check the top two or three pages on each search engine, and see what the density is for your search term. Target the average for those top ranked pages in your text, and you will know you are in a safe range.  With a little experience you will recognize if the top pages tend to be a bit low in their density, and know when it is better to exceed their density to help you reach the top ranking.