I keep reading that we should write in a natural way and I get that. But at some point there must be a percentage which is considered unacceptable. I've read 2.5% before and I've kept that in mind. But some tools seem to consider 5%, if I'm not mistaken. I guess we should go for the lowest percent to be on the safe side? Can we recover for penalties easily or it's almost impossible? Imagine you use a keyword too much and Google penalizes you. How long can it take to recover after you fix things? Website Auditor makes references to how many keywords should exist specifically on headers (maximum 8 in H2 headers, if I recall correctly) and that webpages should stick to around 4199 words total...I've never read this type of detail before, how did they get to this or can we call this bullshit (a little anyway)?.