Google's Digital Marketing Certificate Recommends Keyword Density Percentages

Google’s Digital Marketing Certificate Recommends Keyword Density Percentages




Someone in the SEO community drew attention to a section of Google’s new digital marketing training course that recommends writing at least 300 words of content, advised specific areas of a webpage for the keyword seeding and recommended keyword density for target keywords of less than 2%.

Some members of the digital marketing community called out Google on Twitter about the misinformation and Google’s Danny Sullivan responded.



Google Digital Marketing & E-commerce Certificate

Google launched the Digital Marketing and E-Commerce Certificate on May 2, 2022. The purpose of the training and certificate is to help job seekers find employment in digital marketing.

The training course is endorsed by the American Association of Advertising Agencies as well as the American Advertising Federation.

Google’s Digital Marketing Course promises to teach the following skills:

  • “Developing digital marketing and e-commerce strategies
  • Attract and engage customers through digital marketing channels such as search, social media and email
  • Measure marketing analytics and share insights
  • Build e-commerce stores, analyze e-commerce performance and build customer loyalty »

The stated goal of the program is to teach unskilled workers how to become competent for entry-level digital marketing jobs.

But how can graduates of the program have skills if what they learned is incorrect?

Google Training Course Recommends Keyword Density

In a section of the course called Fundamentals of Digital Marketing, under week 3 of the course, there is a section called Keyword Research and Keyword Stuffing.

In this particular section, Google’s training material specifies a maximum keyword density for target keyword phrases.

Keyword density is a measure of how often a keyword appears on a webpage, expressed as a percentage.

The Keyword Density metric tells you that a keyword has appeared X% times on a webpage.

The original old search engine algorithms relied on keyword densities as a means of identifying what a page is about. The more often a keyword appeared on the page, the more likely the page was about that keyword phrase.

But search engines have moved on from this method of ranking keywords.

Or did they?

Google’s training course makes a surprising statement about keyword density by recommending an actual keyword density limit.

The course says:

“Keep your keyword density below an industry standard of 2%.

This means that 2% of the words on the webpage or less should be target keywords.

Write a minimum of 300 words

The other eyebrow-raising recommendation is a minimum word count for web pages which emphasizes that the more words there are on a page, the higher that page is likely to be ranked by Google.

The course recommends:

“Write more than 300 words on your webpage.

Your webpage is more likely to rank higher in search engine results pages if you write a higher volume of quality content.

Where to put your keywords

The document also indicates the exact places where the keywords should be placed:

“Your keywords should only be used once in the following places on each page of your website: page title, subtitle, first paragraph, and body conclusion. »

Google made a mistake?

The training course was written by Google and is not meant to include confidential information.

The Digital Marketing Certificate announcement includes a statement that all course information is available in Google Research Documentation.

“This program does not contain any confidential information. All taught Google Search features are publicly available, you can learn more in the official Google Search documentation.

It is clear that recommendations for word counts and keyword densities do not come from Google’s public documentation.

One can also wonder where the recommendation comes from where to sow keywords in a web page.

The error calls into question the reliability of this course if an error as obvious as this could be found in the live version of the course.

Google recognizes bad information in digital marketing training course

Look for marketer Gianluca Fiorelli (@gfiorelli1) pointed out that error on twitter.

He also tweeted that it was an SEO myth and expressed dismay that an entry-level digital marketing course was teaching students misinformation.

Danny Sullivan clarified that the team that developed the training course is not related to the research team and is committed to providing feedback.

Danny tweeted:

Look for misinformation

There is a lot of misinformation around digital marketing. Finding search marketing myths in Google’s digital marketing training course is unexpected.

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