Keyword density as a ranking factor is outdated. Google's algorithms haven't relied on simple keyword frequency calculations since the early 2000s. Chasing a specific percentage like the old "3–5% rule" leads to awkward writing that triggers over-optimization penalties rather than improving rankings. Most content that ranks well uses primary keywords at roughly 0.5–2% density, but that's a byproduct of covering the topic thoroughly, not a target to engineer. If you're writing 1,000 words about "Ottawa commercial roofing," you'll naturally mention it 5–20 times while discussing services, materials, and local considerations. Forcing it beyond what reads naturally creates problems. What actually matters is topical authority and semantic coverage. Google's NLP models evaluate whether you've addressed the full scope of a search intent using related terms, synonyms, and supporting concepts. For a roofing page, that means discussing shingles, warranties, contractors, repairs, and installation without obsessing over exact keyword repetition. At Ottawa SEO, we approach keyword usage through three practical checks: - Primary keyword appears in title, H1, first 100 words, and at least one subheading naturally - Related terms and variations appear throughout without repetition feeling forced - Reading the content aloud sounds like something a human expert would say to a client The density math happens automatically when you write for humans first. If you're calculating percentages and injecting keywords to hit a number, you're optimizing for 2005 Google, not the current algorithm. Focus on comprehensive coverage of your topic using natural language, and the keyword frequency will land where it needs to be. We've seen pages rank first with 0.3% density and pages penalized at 4% density on the same query, the difference was whether the content actually served the searcher or just gamed a formula.