How to use keywords the right way
Once upon a time SEO meant writing the same keyword over and over again on a page - basically throwing up on the visitor. This is what is called "keyword stuffing".
Then Google got smart and said "hell na" and starting deindexing (removing) websites from their search engine index.
So how to do it properly?
Use different variations of the same keyword. If you are promoting a local business add variations of the location.
Let's say the business sells women's clothes in a store in Tampa, FL, the keywords could be:
women clothing shop in Tampa
women's clothes for sale in Tampa, FL
best women clothes shop near Tampa
where to shop for women's party clothes in Tampa
business clothing for women in Tampa
Tampa women clothing shop
And so and so forth. The goal is to keep it diversified.
Where do you apply this?
You would apply this to the titles, meta tags, image ALT, backlinks, etc.