Keyword density as a ranking factor died around 2013 when Google's semantic updates got sophisticated enough to understand context and synonyms. Chasing a 2% or 3% density will get you nowhere and often produces awkward, spammy copy that hurts conversions. What actually matters is strategic placement and natural variation. For a standard 1,000-word page, use your exact primary keyword 3–6 times: once in the title tag, once in the H1 (can be the same as title), once in the opening paragraph within the first 100 words, once in at least one H2 or H3 subheading, and 1–3 times in body copy where it reads naturally. Beyond that, use semantic variations and related terms. If you're targeting "Ottawa web design," also mention "website design in Ottawa," "web development," "design services," and related concepts. For longer content (2,000+ words), you might use the primary keyword 8–12 times, but the ratio drops because you're covering more supporting topics. For short pages like service descriptions (400–600 words), 2–4 mentions are enough. The real test is reading your draft aloud. If the keyword feels forced or repetitive, you've overdone it. Google's NLP models evaluate content the way a human would—they recognize when you're keyword-stuffing versus genuinely covering a topic in depth. At Ottawa SEO, we track keyword usage during content reviews, but we never start with a density target. We start with search intent and topic coverage. If a 1,200-word guide on local SEO only mentions "local SEO" twice but thoroughly covers GMB optimization, citation building, and review generation with proper terminology, it will outrank a thin article that mentions "local SEO" 15 times. Watch for accidental over-optimization in meta descriptions and image alt text too. One mention in the meta description is plenty. For alt text, describe the image accurately—if the keyword fits, use it on one or two images max, not every single one. Modern SEO rewards topical authority and user experience, not keyword math.