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Essential density is the most important factor in the on-page SEO checklist, especially since recent Google algorithm up-grades. Keyword density refers to make sure you how many occasions when your keywords come in your content and can be expressed as a percentage. For example, say I was improving this article to have "on-page SEO checklist", my article seemed to be 1,000 words extensive and I pronounced on-page SEO checklist 20 times, my keyword density would be 2%.