Keyword density measures how often your target keyword shows up relative to total words on a page. Calculate it by dividing keyword mentions by total words, then multiply by 100. A 500-word article mentioning "Ottawa web design" five times has 1% density. The metric mattered more in the 2000s when search engines were easier to game. You could rank by stuffing a keyword 50 times into thin content. Google's algorithm now penalizes that approach. Panda and subsequent updates rewarded natural writing and topical depth over mechanical repetition. Today, 0.5–2% density is a loose guideline, not a target. If you write naturally about a topic, your primary keyword will appear enough times without counting. A 1,200-word guide on "local SEO strategies" might mention that exact phrase 8–12 times and rank fine, or mention it 4 times with strong variants and related terms and rank better. The bigger risk is keyword stuffing, which triggers over-optimization penalties. If your content reads awkwardly because you forced the keyword into every paragraph, you've gone too far. Google uses semantic understanding now, so "SEO agency Ottawa," "Ottawa SEO firm," and "search optimization company in Ottawa" all signal the same intent. Mixing these variants reads better and covers more long-tail searches. At Ottawa SEO, we write content that answers the user's question first, then check if the primary keyword appears in the title, first 100 words, at least one subheading, and a few times in the body. If it's missing entirely, we add it. If it's crammed in unnaturally, we replace some instances with synonyms or restructuring. Density usually lands around 1% without trying. Watch your keyword in context. If you're targeting "best CRM software," you also need surrounding terms like "sales automation," "contact management," and "integration." A page that only repeats "best CRM software" signals thin content, even at 1% density. A page covering the topic thoroughly with varied language signals expertise, even if the exact phrase appears less often.