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Whenever you search for something in Google you only see what ranks. You don't see the hundreds or thousands of pages that have been filtered for pushing too hard. Keyword Density tool to help webmasters analyse the keyword density from their webpages and include a tag cloud for easy display of the most important keywords from your site. Keyword density is the measurement in percentage from the number of times a keyword or phrase appears compared to the total number of words in a webpage.
If you are in the dark on what density levels are reasonable, consider patterning your approach after what is working right now.
Keep in mind that some highly trusted brands rank more based on their brand strength than the on-page content, thus if you are creating content for a newer & less-trusted website you would likely be better off putting more weight on results from smaller & lesser known websites which still managed to rank well in Google.
There is no single optimal or universal keyword density percentage. Each search query is unique & search engines compare (or normalize) documents against other top documents to determine some of their specific thresholds. Some keywords like "credit cards" naturally appear as a two word phrase, whereas other terms may be more spread out. Further, some highly trusted websites with great awareness, strong usage data & robust link profiles can likely get away with more repetition than smaller, less trusted sites can.
Keep in mind that SEO elements (including keyword density) should always take a backseat to quality on your web page or article. Otherwise, all SEO efforts are in vain because only pages that are interesting, entertaining, informational, or valuable in any other way will maintain a sustainable presence in search engine results.
However, it is just as important to use this keyword density tool and avoid the extreme of over-optimizing or under-optimizing. While there aren’t any proven guidelines set forth by Google for keyword density, you should keep your primary keyword(s) between 2 and 3%, and secondary keywords (long tail search phrases) between 1 and 2%.