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My main keyword was used 202 times, adding an 's' to this keyword gave another 38.
This to me is far to many and i was wondering if you think i would be penalised by SE's for having too many? Is there any safe amount to include as a rough guess?
Also, does the page read naturally? Or does it come off like "Thank you for stopping by widget world where you'll find widgets, widgets, and more widgets, at great widgetty prices"? In other words, you want to have good KW density without scaring off your visitors with unreadable copy.
> Is it even worth doing?
They do count in the algorithm, but very little. I think they're worth using but probably not worth it to go overboard with them. Use your KWs in them naturally.