This page is about one tool’s data: the On-Page SEO Checker. For how these low scores sit alongside the high scores of the other two tools, and the distributions in full, see SEO Score Benchmarks — the methodology and privacy notes are there too.
Where the keyword goes missing
This tool works differently from the other two: it takes a URL and a target keyword, then checks whether that keyword appears in eight critical places. Low scores do not mean the page is broken — they mean it is aimed at no query in particular. The percentage below is the share of runs in which the check did not pass.
| Check | Did not pass | Weight |
|---|---|---|
| Keyword density healthy (0.3–3.5%) | 100% | Partial |
| Keyword in an image ALT | 73% | Partial |
| Keyword in first paragraph | 73% | Partial |
| Keyword in H1 | 64% | Hard fail |
| Keyword in meta description | 64% | Partial |
| Keyword in title tag | 64% | Hard fail |
| Keyword in a subheading (H2) | 55% | Partial |
| Keyword in URL | 55% | Partial |
The two costliest placements: the title tag and the H1
The two most expensive items for ranking sit in the middle of the list: the title tag and the H1, each missing the target keyword in 64% of runs, and each counted as a hard fail. Both are one edit away from fixed — and both are among the most common omissions.
Check a page against a keyword
Frequently asked questions
Why is the on-page keyword score so much lower?
Because it answers a different question. The other two tools ask whether a page is healthy on its own terms; the On-Page SEO Checker asks whether the page has been prepared for one specific target keyword. The median is 22/100 and 45% of runs score under 20 — most pages have not been optimized for any keyword at all. Note this sample is small at 11 runs: directional, not a settled average.
Where exactly should the target keyword appear?
The tool looks at eight critical places: the title tag, the H1, the meta description, the URL, the opening paragraph, the subheadings, image alt text and density in the body copy. They do not carry equal weight — the title tag and the H1 are scored as hard fails while the rest cost partial credit. Start with the two that move rankings most; the others usually follow anyway.
Can you draw conclusions from a sample this small?
Only limited ones. This page rests on 11 runs across 3 sites — below our publishable threshold of 30 runs, which is why it is explicitly flagged as a small sample at the top. Read the figures as a direction of travel, not a settled industry average; the page will be updated once the sample crosses the threshold.
The sample, the methodology, the anonymization and the CC BY 4.0 licence are all set out in the methodology section on the hub.