Just because SEO or search engine optimization is the process of getting or making sure your website content is relevant to the search phrase or keywords you are targetting, it follows that a lot of it will be heavily reliant on the actual text or copy you write on your web page.
I have always said you should always write for your audience and not the search engines as they are the ones that actually pay you and keep your business alive. The search engines know this and that's why they keep changing their algorithm every other month. They want your text to be natural. If you are in one business or another hopefully you will naturally target your intended customers and if you optimize your website for that customer then you should connect when that customer searches for what you sell. That's the ideal situation.
So anyway, just what do you need to pay attention to?
Your keyword count. How many times is your target keyword coming up in the text. This is heavily linked to your keyword density which counts the percentage of your keywords over the total words in your text. You want to keep this around two percent and if you happen to get carried away or you struggle to keep it down just make sure it is not above 4%. Anymore would be considered keyword stuffing and could do more harm than good to your search engine position. A good thing to do here about your keyword density would be to sprinkle what we call LSI keywords or (Latent Semantic Indexing). This basically means that whenever you talk about your keywords or product there will be certain synonyms or related words that automatically come in as well. Let's use the example of someone selling red shoes and using that as their keyword. Naturally speaking there will be talk of shoe sizes, shoe types - are they trainers, high heels, combat boots and so on. Those are the type of words you want to include in your text. The quickest way to find these in relation to what people actually search for is to use Google's wonder wheel which shows the search phrases that are naturally related to your keyword. Use them.
Also try to keep your keywords towards the top of your text. Your keywords will have more weight at the top than somewhere at the bottom. It is just normal writing practice that when you write about something, that something is mentioned fairly early on in the piece. Anywhere else would appear as an afterthought as opposed to being the main topic of conversation.
And whatever happens please do not use same colour text to hide the fact that you have used a lot of your keyword in your text. Search engines do not like this and you could find yourself penalized or excluded altogether.
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