AKA media keyword research consultants work on a keyword relvance which is dependant on the keyword density which can substancialy effect your search engine ranking - however too many keywords stuffed into a page can have a negative effect also. A properly researched and prepared page of quality content would not appear to be stuffed with keywords. an ideal range is from 3% up to 15%.
A usefull web tool is the keyword density tool - by using a keyword density tool the density reports identifys the frequency of popular search phases on your site, in addition by using the density tool on your competitor's pages, it will provide valuable insight in to your competions search terms they are targeting.
The very best keywords have high popularity (as in a large number of searches), but are not very competitive, that is they do not appear on a large number of pages. This relationship is represented by the Keyword Effectiveness Indicator, or KEI.
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