The number of occurrences a given keyword appears on a web page. The more times that a given word appears on a page with good reason, the more weight that word attains from the search engine when the same word matches a keyword search.

However, random and abusive use of keywords on a web page can also lead to search penalties. The logical placement of keywords on a web page should also take into considerations factors such as synonyms, a well compiled glossary list, and overall subject relevancy.