Once the appropriate keywords have been found, prioritized and categorized, it’s time for placement. The key here is to place the keywords as naturally as possible.
So don’t place keywords in places where they seem pointless, and don’t use a number of keywords that seem unnatural. Keywords are very important for SEO. However, the time when keywords were used just for the sake of keywords, simply so that as many of them as possible were placed on a website, are over.
When placing keywords, a distinction is made between main and secondary keywords. Main keywords are the keywords for which the page should rank. Mostly, these are short-tail keywords that appear in the title tag, meta description, H1, URL, and so on.
The secondary keywords are synonyms of the main keyword or variations. They find place in category pages, in any additional data like images or as variation in content. They can also occur in the H2.
The right placement of a keyword is important so that you also appear for this very keyword in the search results of the users. For example, if you sell dog food of any kind on your website, your main keyword would be: dog food. Dry food would thus be an inappropriate main keyword, because your offer includes not only dry food, but also wet food, puppy food, sensitive food, etc. You can use these specific keywords for category pages. However, on the home page, in their title tag, meta description, etc., it should say dog food.