Google (and other search engines) use “bots,” software applications that crawl through your website and index its content. Along with traffic statistics, search engines use this information to catalog and rank pages.
Ranking higher on search engines increases traffic to your website and vice versa. But first, you must structure your website and it's content to best appeal to search engine formula. Thus, is what is called Search Engine Optimization.
Keyword research is the first step in Search Engine Optimization – the art of making your web content visible to popular search engines. SEO should be a primary aspect of any internet marketing plan. Launching your business to the top of relevant Google searches is the best way to drive traffic to your website, promote your company and generate/convert leads. It all starts with keywords, and making the search engines think that you deserve to be listed in valuable search results.
You should include some of your chosen keywords page content, especially in your title tag and in headers (h1s and h2s). If you write 100 words, several should be from your list. However, if you include too many of the same keywords, or repeatedly use them in an unnatural way, then you might be penalized for “keyword stuffing,” and earn a lower page rank. Google has been increasingly vigilant at punishing keyword stuffers.
A good strategy is to read through your copy and make sure it doesn’t sound redundant or artificial. After all, quality content should never be sacrificed.