Be sure to include keywords in meta tags, headings, and URLs. This will have a positive impact on the ranking results. It's also important to fill in the alt tag for images to draw more readers to your site.
Keywords and phrases should be evenly spaced throughout the text. Do not use direct search queries or stuff a keyword in where it does not not look organic. Instead, include prepositions and other stop words so the text reads naturally.
Keywords help search engines understand the information on the site and generate results. You can read more about keyword use and how to compose a semantic core in our other article