One of the best ways to improve your on-page optimization is to have sufficient keyword density. It sounds technical, but is actually quite simple. And contrary to what some people think, it's become even more important.

One of the reasons for its growing importance is Google's landing page quality score. It's almost impossible to make money on a Google pay per click campaign without a good landing page quality score. With a low score, your cost per click will be jacked up - sometimes many times over.

One of the ingredients of a good landing page quality score is having the right number of your targeted keywords on the web page, in the right places, e.g. the headline. If this sounds a lot like SEO - it is. Many of the same principles that make for good search engine optimization make for a good landing page quality score.

So what's the right keyword density (number of words on a page divided by the keyword or phrase you're targeting). The ratio has shifted somewhat. Today, it's pretty much accepted that 2-4% is good. I would opt for closer to 2%, and it could be even lower if your keyword is in your headline and the beginning of the title of your page.

Usually, when the keyword density gets to be over 2% your score may be good, but the page reads awkwardly. And in the end your page must engage the reader.

Here's the way I recommend getting the right keyword density. Have the keyword you're targeting in mind when you're writing the page. Try putting the word in the headline. Then write as best you can for the reader. And put in the keyword in the places where it makes sense.

When done, copy and paste the text into Article Analyzer, a handy keyword density tool. Instantly it tells you what your keyword density is. If it's close to 2%, let's say 1.8% leave it. If it's way short, say, 1%, go over the page, and see where you can put in the keyword without disrupting the flow of the page.

Then check the density again. If the ratio is still too low, look again for appropriate places where you can add in the keyword. Then check again. By now your ratio should be close enough. If not, go back and add your keyword until you approach an acceptable ratio.

Keyword density is not one of those things to obsess over. All you need is just enough. And if you're getting most of the people to your page by email, it's not an issue. But if you're driving people to your page through pay per click or natural search, getting the right keyword density will be a big help.