You might think that this quote seems irrelevant for digital marketing communication, and for a marketing strategy in general. But here’s the thing: if you are new to the market and you’re a one-(wo)man-business you’re trying hard to succeed on any relevant medium and channel that generates conversions, and eventually turns your community, followers, fans and potential customers into buyers. Possibly, you might even think that being everywhere is better than downscaling presence on tools available to you. And maybe you are even comparing your business with market leaders, ignoring the aspect of their resources, such as time and budgets.

Focus for Digital Marketing Communications

This is why my recommendation would be: focus, and choose your battles for marketing communications wisely!

Do some research to identify where your customers might be, and create content for this particular channel and audience. Stick to two to (maximum!) three communications channels – be it online or offline. While mastering marketing communications within your chosen channels, measure content performance and revise content. Identify top days and time for each channel when your community is consuming your content the best. Try to communicate to your network when they are ready to receive input – not, when you are ready to share it.

So when you focus on two to three channels and proactively try and test different formants within it, when you measure performance and adjust your output you’ll be more likely to see clearly the medium you definitely have to cover within your digital marketing communication portfolio.

Would you agree that it’s crucial to focus on fewer channels, especially for small businesses and start-ups? Looking forward to your thoughts and comments. Share them below!

  • Maria Schalnich

A keyword density is defined as the keyword frequency in the main copy, meaning the core text of your website. The major question is, how many times should you use a keyword within your website text in order to get a better ranking within a search engine? Does a formula for keyword density exist?

Some SEO experts recommend using a ratio of one to three per cent keyword density, depending on the search engine you are working & optimising on.

Other say that there is no magic formula for keyword density. If you are using a keyword multiple times within your main copy it doesn’t influence your search engine ranking in a positive way.

So how to handle keyword density when setting up a website and writing content for your website?

Keyword density in brief_5 tips by Schalnich Communications

5 tips

  1. Run a keyword research (by typing in a keyword into a search engine, e. g. Google), and test different keyword combinations.

  2. For main copy optimisation ignore the keyword density, and don’t repeat keywords too often.

  3. As there is no strict guideline on main copy length it should read naturally.

  4. Use three to five keywords for your tittle tags, the element that specifies the title of your web page.

  5. Include keywords also into your header tags, the so-called H1, H2 & H3. These are titles to describe what your webpage is about.

Putting keyword density into context

There are two different types of searches related to Search Engine Optimisation: the organic search vs. the paid search. The paid search, as the name indicates, is related to paid activities that generate traffic to your website, and you are paying per click (PPC, pay-per-click). Here, the return on investment (ROI) is easy to measure as search engines such as Google provide analytics for keywords.

On the other hand, there is the organic search, which is a process to get free and natural traffic to your website. This approach requires time and (your internal) resources to establish. Those results take time (weeks, and even months) to be shown within the search engine.

Keyword density can be associated with both, organic and paid search. Anyhow, you should know the keywords your customers and user are typing into search engines in order to find your product or service. Keep also in mind that there is a difference between short-tail and long-tail keywords. E. g. 70% of all search traffic (on Google) is generated by long-tail keywords, while only 30% users are using short-tail keywords.

Did you figure out the perfect keyword density for your business?

Let me know in the comment section below!


  • Maria Schalnich

Updated: Jan 8, 2019

Search engine marketing, short SEM, is an Internet marketing form that allows companies, retailers and service providers to be listed with their website on result pages of a search engine (e. g. Google or Yandex). SEM is elevating websites by increasing their visibility in search engine results pages (SERPs) mainly through paid advertisement.

SEM covers paid tactics or paid search, while SEO covers organic tactics or organic search, meaning you are not paying for your website to be listed, ranked or promoted.

Search Engine Marketing, SEM

A website has to perform well on several relevant factors in order to rank higher in a SERP. These factors include having applicable website content, keywords, backlinks, usability of the website, site speed, site’s health, organic traffic, and that the website is mobile responsive (meaning it automatically changes to fit the device you're reading the website on).

Search Engine Optimization, short SEO, involves all the on-page optimization activities to get good rankings in organic search and for higher ranking in a SERP.

SEM is all the rest you pay for, such as for example pay-per-click advertisement, short PPC, where companies, retailers and service providers are paying for their ads to be shown within a search engine and to be clicked.

Are you using SEM for your business? Share your experience on using SEM in the comments below.

#DigitalMarketing #SearchEngineMarketing #SEM #SEO #PaidSearch #OrganicSearch #SERP #PPC