Keyword placement still matters, but the old advice to repeat a phrase as often as possible has aged badly and can actively hurt you.
Prioritize the First 100 Words
Confirming your topic early in the body copy helps both readers and search engines quickly understand relevance.
Use Variations, Not Repetition
Modern search engines match on meaning rather than exact phrasing, so natural synonyms and related terms cover more ground than repeating one exact phrase.
Check Your Density Isn't Accidentally High
It's easy to over-repeat a phrase without noticing, especially in longer pieces, so a quick density check catches it before a reader does.
Next step: Use the Keyword Density Checker to confirm your draft isn't over-repeating a target phrase.