The consummate SEO copywriter uses keyword placement for optimized search engine results
For your keyword placement to result in higher listings in the SERP’s, you need to know where exactly to put them. To begin, for best results you’re going to want to make sure you are using your keyword in your url. As mentioned previously, a keyword in your actual domain name can be beneficial but is in no way mandatory. You will also want to use your keyword in your title tag, and you also want to make sure the length of your title tag is somewhere between 10-40 characters. Of course, you’ll want your keywords to appear in your description and keyword meta tags.
Keyword placements: exactly where are the engines looking?
One of the most important things to get right with your keyword placements is to make sure you are using them in your headlines and subheads, known as your H1, H2 and H3 headings. These days, it’s really the first one, the H1, that matters the most. (You may wish to consider using variants and thematically similar terminology in the others.) Then, of course, you actually need to use them with some degree of density in the web copy that follows those headings. I think two or three mentions in a short paragraph is plenty. If you use less, you ran the risk of appearing that the paragraph isn’t really about what you promised in your header tags. If you use more, it’s going to appear to be keyword stuffed. Secret: the more content you have, the more keyword placements you get because the density math works in your favor!
Words have seasoning power: pepper, don’t pour!
Other things the engines can detect are: prominence, including the font size of the keyword, proximity, phrase order, use of the keyword in your alt text and in links to site pages. They also look to see if your so-called golden words also appear in your anchor text, a pretty good indication of whether your page is truly about what it claims to be about. Your SEO consultant, SEO web copywriter or SEO company should be able to advise you as to whether you are getting the maximum mileage out of your keyword placements.