Keyword Stuffing – What is it Actually?

With Keyword stuffing is excessive use of keywords meant on a web page to the ranking for a given keyword or a web page to improve significantly.

This article will find out how Google and other search engines punish these forbidden techniques and what alternatives there are in search engine optimization.

What is keyword stuffing?

Meanwhile, however, stuffing is classified as a spam measure by Google and other search engines. Individual pages and entire websites have clearly lost their ranking and visibility due to keyword stuffing. 

Here is an overview of the most important things about keyword stuffing: 

  • The basic idea of ​​keyword stuffing is the assumption that a website becomes more relevant for Google and other search engines, the more frequently a search term or keyword combination is used on the website.
  • For the sake of better ranking, keywords are overused in the metadata as well as in the source text and body text.
  • An increase is the integration of hidden content, i.e., white text on a white background, consisting of the central keyword in different spellings and declensions.
  • In the course of the further development of the search engine algorithms from Google and Co., the excessive keyword stuffing decreased, but this less promising SEO technique has not completely disappeared.

No added value = bad ranking

Websites on which keyword stuffing was carried out rarely provide meaningful SEO content and thus no longer offer the user any added value. In addition to a poorer ranking on Google, keyword stuffing often has negative effects on the user experience, in particular scroll depth and bounce rate.

Due to the unnatural stuffing with keywords and search terms, the text is no longer readable, so that the user quickly leaves the website.

In addition, the crawlers of Google and other search engines have been so refined in recent years that the excessive use of keywords is now mercilessly punished. In addition to a Google penalty, the page can also be completely removed from the Google index.

In order to provide users of search engines, who, like Google, are also potential viewers of inserted search engine advertising, with optimal search results, the providers have been successively fighting spam to this day.

Keyword stuffing is considered spam according to webmaster guidelines and can “lead to a poorer ranking of your website”. 

Examples of keyword stuffing

  •    white text on a white background
  •    Keyword clusters in the font size
  •    Keyword accumulations in the meta keywords tag
  •    Cloaking with keyword-optimized website versions

You can use these methods to prevent keyword stuffing.

In order to achieve a good ranking of your page on Google with a certain keyword, the following tips and tricks help:

  • Use  WDF * IDF tools to check the relevance of your text. These do not analyze the frequency of a search term, but the relevance of your website’s content compared to the content of other websites. 
  • Remove any redundant ones in favor of relevant keywords or content and pay attention to a natural integration of keywords in title tags, alt tags, headings, and captions.
  • Check whether further suitable content or semantically related keywords, terms, or synonyms can be meaningfully integrated.
  • Ensure that your content provides the reader with added value, and a natural reading flow is guaranteed.
  • With infographics, lists, and further internal or external links, you ensure visual variety and a clear range of information.

In short:  it is not important that a text predominantly contains a certain keyword, but in which context it is placed and how it relates to the available documents for this keyword.


Keyword stuffing is nowadays considered an illegal SEO measure that is punished by Google and Co. with poorer ranking. By concentrating on relevant content and good content, you provide your readers with real added value and are on the safe side when it comes to search engine optimization.