Content Tabs and Keyword Stuffing

[Marketing.SCG]

I am in the process of drawing up content templates to guide my company's marketing team in creating SEO optimized content as we move over our retail website to a new platform. On each product page, we will have multiple tabs that are crawl-able, each one containing different chunks of information on the products.

Within each tab, I was thinking of breaking up the content and adding SEO value by using headers (h2 or h3) that have a keyword included. So, for example: "How The PRODUCT NAME Works" and "User Manuals for your PRODUCT NAME."

Between the multiple tabs, in headers alone, the main keyword for the product (which will usually be the product name) will be on the page 7 times. Between this and the keywords that are part of the actual content (ex: product description), is this too many keyword instances?

I know headers are often skimmed or skipped when used to simply break up the content, so I don't think they will impact user experience too much. However, I would love some feedback on if you agree with that and if you think I should cut down on the number of keywords or if I am headed in the right direction.

Thanks!

[MRCSearch]

It probably doesn't need to be said, but first make sure the content you're developing serves your reader. I can't stress that enough. Never write content specifically for SEs.

Now, to the meat, in my experience density percentages between 2 and 5 seem to work best. You can go all TF-IDF and LDA on it, but simple measure reads 2-5%.

[Marketing.SCG]

The content definitely serves the reader. We strive to provide unbiased, in-depth reviews on all of our products. So, for example, each product page has: a basic description, a video review, an overview of how the product works, an overview of its functionality, pros/ons, etc etc.

That's why I was hoping to add the bulk of the keywords to headings, to break up the vast amounts of content and give the pages some SEO value without altering the writing style that our customers enjoy and get so much use out of.

I'll go through and write up a page as it would appear on the site with all the tabs and then do some analysis to look at keyword density.

Also, I won't be the one writing most of the content (hence the guides). Do you have any advice on how to convey best practices with keyword density without getting overly technical?

Thanks so much for your help!

[MRCSearch]

I've found most copywriters understand density well enough to get it.

It would help to give them a short primer on semantic relationships and search. Use specific examples and the ~ operator in Google. Explain something like how auto relates to car but auto service and car service mean totally different things.