Keyword density stopped being a meaningful ranking signal when Google rolled out semantic understanding updates like Hummingbird (2013) and RankBrain (2015). The algorithm now interprets topic relevance through entity recognition, co-occurrence patterns, and natural language processing rather than counting how many times "Ottawa plumber" appears per 100 words. That said, your primary keyword does need to appear in strategic locations. We still place target terms in the title tag, H1, first 100 words, and naturally throughout the content because it establishes topical focus for both users and crawlers. The difference is we're not shooting for a 2% density or any magic number. A 1,200-word page might mention the main keyword 4–8 times while a 400-word page might use it twice. Both can rank if the semantic context is strong. What matters more than raw frequency: - Topical authority through related terms and entities that Google expects for that query - Semantic variations and synonyms that demonstrate depth rather than repetition - User engagement signals showing the content satisfies intent - Structural clarity with proper heading hierarchy and logical content flow Overuse creates the opposite problem. Keyword stuffing triggers quality filters and makes content unreadable, which tanks dwell time and increases pogo-sticking. We've seen pages drop 20+ positions after clients "optimized" by jamming keywords into every paragraph. At Ottawa SEO, we write for the user first and ensure the main keyword appears where it logically belongs. We rely on topic modeling tools to identify semantic gaps rather than density calculators. For a local HVAC client in Kanata, we improved rankings by reducing keyword mentions and adding related terms around energy efficiency, furnace types, and seasonal maintenance that Google associated with that service category. If your content reads naturally and covers the topic comprehensively, keyword frequency will take care of itself. Focus on semantic completeness instead of arbitrary percentages.