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Keyphrase density is the number of times your focus keyphrase occurs in your copy, compared to the total text of that page. So if you have a text that is 100 words and 5 of those are your focus keyphrase, your keyphrase density is 5%. We used to call it keyword density, but as, nowadays, you’ll likely focus on a phrase instead of a word, we rather call it keyphrase density. Your key phrase density is important for SEO because Google tries to match a user’s search query to the best fitting web pages. To match your web pages with a certain query Google needs to understand what your web page is about. That’s why you should use your keyphrase, the phrase you’d like to rank for, in your copy. This often comes naturally. If you’d like to rank for, for instance [bake vegan pancakes] you probably use this phrase regularly throughout your text. If you repeat your keyphrase very often in your copy it becomes unpleasant to read for your visitors. That’s something you should avoid at all times.

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