Content Optimization

A free guide to the basics of optimizing website content.

Content should be focused on a single theme to be most effective. Pages should support a specific theme or small, subset of closely related phrases through-out the page.

Many online content writers will first select the keywords they want to rank for and then compose content to support those themes. Other writers establish their basic content then integrate keywords through-out afterward.

Which ever method you apply, be sure to apply relevant keywords with- in your body content.

Optimizing Web Content

Website Content details


Content should resideĀ in the <body></body> of a document and should be crawlable by spiders.

Avoid placing content in JavaScript, Flash and images.


Maximum character limit – No specific character limit

Keyword Density

Search engine spiders do not interpret content as humans can, but they do measure how often and how closely together phrases are used through-out content. This is referred to as your contents ‘keyword density’.

Keyword density helps a search engine spider determine what your website is all about. Use a keyword too seldom and the search engine spider doesn’t place much value or relevance on on the page for that term. Use a term too often and the spider may perceive this as spamming, and devalue the page for that term.

Keyword density can be determined by using any number of popular textual density measurement tools. See our Free SEO Tools page for a Keyword Density Checker.

Although it’s best practice to achieve around 3-5% keyword density, there really is no magic target density, since it varies from time to time and from phrase to

Extremely competitive phrases may require more content with a more liberal application of the target phrase than less competitive terms.

One good method of determining a practical target density is to check the density of the sites with top 5 rankings for your desired target phrases and strive to match that density range.

Achieving Keyword Density

Getting sufficient keyword density while avoiding repetition & silly sounding copy can be tricky at times.

Keep in mind that although an ‘exact’ match to the target term is best, you can also help support the main target phrase by using variants that include part of the phrase or separate the phrase into manageable pieces.

Below are some examples of how you can use a partial match, reordered phrase, or broken up phrase to help achieve target density for your target phrase.

Exact Match “free SEO guide”
Partial Match “SEO guide”
Reorder Match “free guide to SEO”
Interrupted “free online SEO guide”

Content optimization tips

  • IMPORTANT:Don’t host duplicate content. Avoid using too much of the same content in multiple pages
  • IMPORTANT: Avoid rendering content in certain unreadable methods (ie Flash, JavaScript, images)
  • Limit length of content – the more content there is, the more difficult it is to achieve target density.
  • Avoid ‘borrowing’ content – unique content is far more valuable to your sites ranking anyways
  • Place target phrases toward the front of sentences & paragraphs
  • Embed links with-in your content to relevant pages – establishes relevancy for spiders & users
  • Avoid presenting your content in certain dynamic methods (ie Flash, JavaScript, image headers)
  • TIP: New content gets attention. Write well and write often. The more content your website has about a subject, the more of an authority you become – meaning your pages receive even more weight.