Keyword optimization is sometimes overlooked but can yield dividends if properly implemented and maintained throughout the life of your website. Keywords are the most important cog in the strategy of driving organic traffic to your website, so I’ve put together a list of high level attributes to keyword optimization and saturation that should be leveraged on all websites.

Quantity – On average, your website should utilize an total of 10-15 keywords, with each page of your website concentrating on 2-3 of these keywords. Websites that are optimized for more than 15 keywords are too diversified and cannot properly devote enough attention to each keyword. Websites that leverage less than 10 keywords put themselves in a position where they may not be able to optimize those few keywords properly. If the desired keywords for optimization on the website cannot be properly optimized, the website puts itself at risk of not being found via search engines.

Each page on the website should leverage 2-3 keywords. Since a webpage is tailored to specific content, it would become overbearing to devote enough attention to more than 3 keywords on a certain page. By only concentrating on one keyword, the page risks the chance of not being found for that desired keyword.

Density – Now that we’ve established how many keywords should be present on a website, the next question is how keyword dense should a certain webpage be? Think of a specific webpage as an advertisement. You need three things: a convincing message, keywords, and a specific call to action. With that in mind, the amount of keywords used on a webpage needs to be numerous but not overbearing to the point of turning your visitor away from your website. Keyword density can be calculated in the following manner:

Take the total word count on the webpage: 500

How many times is a specific keyword used on the web page: 20

Divide the number of keywords (20) by the total word count (500)

Multiply the answer (.04) by 100 to calculate the keyword density percentage (4%)

The density of a keyword on your webpage should be between 3-5%.

Experimentation – A great way to experiment to see which keywords are working on your website and which are wasted space is by using Google AdWords to test which keywords will provide the most traffic to your website. Since it’s quite difficult, though not impossible, to get your website ranked for high volume keywords, most strategies include developing long-tail keywords that are likely to be typed by a prospect searching for your services.

Other Promotional Methods – Your keywords don’t have to be limited to merely the text on your website. Headings, image names, alt tags, meta descriptions, meta keywords, and page titles can all be leveraged and saturated with keywords to fully optimize your website. To get an idea of how unlimited you are when it comes to keyword saturation, simply right click a page and choose “View Page Source.” Everything you see here can be saturated with keywords.

Revision – Keyword optimization and saturation is an ongoing process. Remember that fresh content rules all when it comes to search engines. Every page on your website needs to be properly optimized and updated on a regular basis to stay relevant in the eyes of the search gods.

In case you were wondering, here is the optimization of this page:

Keyword: 34 times

Website: 19 times

Page: 16 times

Ideal long-tail search phrase for this page: “How many keywords should I have on each page of my website?”