Still trying to get a better handle on this. We all know there is no exact formula. Does Google see these as separate words, or the same "repeat"? Fight Fights Fought Fighters So it would count "Fight" 4 times, to some extent? Or maybe, do they just add singular+plural and count verbs or adverbs differently? I've noticed some keyword tools calculate this very randomly. My own testing has not been conclusive enough, but I do think they associate all of these words for keyword density. So, if you say "Fights" 5 times, it counts as saying "Fight" once, which really hurts if you are writing about fighting. "Fighters" is given less weight, but still counts as "fight". You'll have to tweak pages even more to get them exactly right. I've gotten to the point that I just undershoot all of my keywords on purpose. The only words that add nothing to keyword density, are terms like "battle", "punch", "brawl", etc. I'm also pretty sure, that this association applies to longer keywords as well. For example: "pretty underwear for goths" gives some + keyword density for "pretty gothic underwear". If my main keyword is 3 words long, I avoid putting it in my article all together now. What is everybody elses experience with this?