Keyword density doesn't matter the way it did fifteen years ago. Google's algorithms—RankBrain, BERT, MUM—understand context and synonyms, so stuffing a target keyword to hit some magic percentage will hurt more than help. You'll trigger over-optimization filters and create unreadable content. What actually matters is topical authority and comprehensive coverage. If you're writing about "Ottawa web design," Google expects related terms like responsive design, user experience, mobile optimization, and accessibility. Use the main keyword naturally in the title, H1, first 100 words, and a few subheadings, then focus on covering the topic thoroughly with variations and related concepts. At Ottawa SEO, we don't calculate keyword density at all. We write to answer the user's intent completely, then do a final pass to ensure the primary keyword appears in strategic locations without feeling forced. If a 1,200-word article uses the exact keyword eight times versus twelve, it makes zero measurable difference in rankings. What does move the needle: structured data, internal links to related content, and addressing subtopics competitors miss. The one exception is brand-new, low-competition niches where basic signals still matter. If you're targeting a hyper-specific longtail with almost no existing content, mentioning the keyword a few times does help Google understand the page's focus. But even then, two mentions in key spots beats twenty scattered mentions. Watch out for keyword density tools that flag "optimal ranges." They're relics. If you're using Yoast or Rank Math and they suggest 0.5-2.5%, treat it as a loose sanity check, not a rule. Read your content aloud—if it sounds robotic or repetitive, you've overdone it. Modern SEO is about writing for humans first and letting semantic search do the heavy lifting.