Keyword density is calculated by taking the number of times your target keyword appears in your content, dividing it by the total word count, then multiplying by 100. If "Ottawa web design" appears 12 times in a 600-word page, your density is (12 ÷ 600) × 100 = 2%. Most SEO tools calculate this automatically, but understanding the math helps you spot when something's off. The 1-3% range gets cited everywhere, but it's mostly arbitrary. Google stopped caring about exact keyword density around 2013 when semantic search took over. What matters now is whether your keyword appears naturally in strategic places: title tag, first 100 words, one or two subheadings, and scattered through the body where it makes sense. Forcing a 2.5% density often produces robotic content that users hate. At Ottawa SEO, we don't target specific density numbers. We write for the user first, then check if the primary keyword appears enough that Google understands the page topic. If we're targeting "commercial HVAC repair Toronto" and it appears once in 800 words, that's probably too sparse. If it appears 25 times, that's keyword stuffing. The eye test matters more than the formula. Watch out for these mistakes: - Counting only exact matches when Google understands variants ("SEO services" vs "SEO service" vs "search engine optimization services") - Obsessing over density while ignoring semantic relevance and related terms - Treating density as a ranking factor when it's really just a diagnostic metric If you want to measure something useful, track keyword prominence (how early it appears) and distribution (whether it clusters awkwardly or spreads naturally). A 1.5% density with terrible distribution performs worse than 1% with smart placement in your intro, conclusion, and relevant subsections. The goal is topical clarity for both Google and humans, not hitting a magic percentage.