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This is a one of the most important questions any webmaster should ask him or herself : which keywords, how much, and how to naturally include it in the site's content ? Many people refer to this plainly as keyword density. Getting back to basics - the search engines spiders websites all over the internet. Many factors will give a site a certain rank on the search engines, including links pointing towards a site, title and description tags, but in the end, one of the most important factors is site content - Isn't this exactly why we search the internet in the first place ? We search for specific information, and relevant information is what we're hoping to get when searching a search engine. The better the content, the higher your website's rankings should be.
It is therefore extremely important to look at your site's content - what, where, when and how ! The trick lies in giving content a natural flow, like when reading a book. Content having an unnatural sound to it will most certainly distract any reader of it. Keyword stuffing has become a huge problem as many searches end up in finding a web page with irrelevant information. Luckily the search engines have started to give attention to this factor, and are penalising web sites adopting this crude method. At the same time, for any web page to draw attention to it (search engines), it is very important that the page contain a fair quantity of keywords and keyword phrases related to the topic / theme of what the page is all about. It is not that easy, but spend some time on this and the search engines will most certainly reward you for your efforts !!
Your site will also become known for it's relevant high quality content, and more and more people will regularly visit it and also link to your website. If in doubt, print out the page and ask a friend or relative to read it. They will surely be able comment on the natural sound of it or not.