You need 23 keywords in a blog post to rank Fine. Not.

As a search engine optimization (SEO) content writer who participates in many SEO-related Facebook groups, I am frequently asked the same question:

“How many keywords should I use in my posts?”

People seem to be looking for an exact number or percentage that defines an ideal “keyword density” for web pages and blog posts. They feel there is a sweet spot, and if they hit it, the traffic will come pouring in!

Debunking keyword density

There is no clear correlation between keyword density and how much organic traffic is generated by a post or page. In this case, the lack of evidence may be evidence in and of itself, as no SEO expert has been able to pinpoint the ideal ratio of keywords to content for generating traffic. I’ve tried and failed more times than I care to admit.

Keywords matter

I would argue that search engines have started putting less emphasis on keywords used versus the intent or purpose of the keywords within the content. Search engines are smart, and they are ultimately going to show users the best fit for what they are looking for, regardless of the exact terms used.

Keyword research

You want to make sure your keyword research is on point before you hop into writing any content. Many people, SEO experts included, have a list of target keywords in mind they want to create content around but don’t take the time to support their terms with data or fit them into a holistic content strategy.

Debunking ‘ideal word count’

Another common question I hear regarding SEO-friendly content is “What is the ideal word count?” The question arises because naturally, people want to know how to budget their time. There’s no use writing a 3,000+ word post if a 500-word post will work.

I start with the purpose of a post.

• Purpose. 

• Competition. 

• SEO. 

Driving conversions

I feel strongly that SEOs and webmasters should stop writing content solely to enhance their SEO programs and should focus on what really matters: users.

Know your audience

Understanding who you are writing for will truly make or break your content success. It doesn’t matter how long your content is, what platform you are on or how many keywords you use; if you don’t have the right message for the right audience, your content campaign will not be a success.

Consider your content purpose

This seems a little silly to say, but it’s important to understand why you are creating content before you begin. Sometimes you are writing simply to generate traffic, but more often you want to use that traffic to boost subscribers, leads or sales. Writing for traffic and writing for subscribers means creating two different types of content. Not only do you need to have SEO in mind, you also need to be thinking about conversion rate optimization (CRO).

Be unique

Be creative and consistent with your content messaging. It is important for three reasons:

• It will help your brand stand out.

• It will help your users understand what your business is all about.

• It will differentiate you from your competitors.

Final word

Of course, optimizing your content for search engines is an important component of SEO content writing, but it’s not the be-all and end-all.

Your approach will ultimately depend on what keywords you are targeting, what makes sense for your audience and the purpose of your content. After that, great SEO content is the result of following SEO best practices and testing. I always recommend A/B testing your content to find what works best for your audience and goals.

Write for your users and have an end goal in mind when you create content. If you do, you will be well on your way to more traffic and conversions.