Google Digital Advertising and marketing Certificates recommends key phrase density percentages

Someone in the SEO community has drawn attention to the part of Google’s new digital marketing training course that recommends writing at least 300 words of content, advised certain areas of the website to set keywords and recommended keyword density for target keywords less than 2% .

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



Google Digital Marketing and Ecommerce Certificate

On May 2, 2022, Google launched the Digital Marketing and Ecommerce Certificate. The purpose of the training and certification is to help job seekers find a job in digital marketing.

The training course is supported 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:

  • “Development of 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 digital marketing jobs at the entry levels.

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

Google Training Course recommends keyword density

In the part of the course called Digital Marketing Basics, in week 3 of the course, there is a section called Keyword Research and Keyword Filling.

In this special section, Google’s training material specifies the maximum keyword density for your target keywords.

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

Keyword density metrics tell you that a keyword has appeared X% of times on a webpage.

The original old search engine algorithms relied on keyword density as a means of identifying what the page was about. The more often a keyword appears on a page, the more likely it is that the page is relevant to that keyword.

But search engines have switched from this way of ranking keywords.

Or are they?

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

The course says:

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

This means that 2% of the words on a website or less should be targeted keywords.

Write at least 300 words

Another eyebrow-raising recommendation is the minimum number of words for a web page which emphasizes that the more words there are on a page, the more likely Google will rank that page.

The course recommends:

“Write more than 300 words on your website.

Your website is more likely to rank better on search engine results pages if you write more 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 conclusion. »

Google made a mistake?

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

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

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

Clearly, recommendations for keywords and keyword density do not come from Google’s public documentation.

One may also wonder where the recommendation of where to sow keywords in a website comes from.

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

Google recognizes bad information in a digital marketing training course

Find a dealer Gianlucu Fiorelli (@ gfiorelli1) pointed out that mistake on twitter.

He also tweeted that this is a myth about SEO and expressed horror that the introductory digital marketing course is teaching students misinformation.

Danny Sullivan clarified that the team that developed the course was not affiliated with the research team and was committed to providing feedback.

Danny tweeted:

Look for misinformation

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

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