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According to my knowledge, to optimize the site rankings keywords plays the most prominent role but if we follow the methods like Keyword prominence, Keyword Density, Keyword placements and Keyword proximity.

  1. Keyword Prominence means how prominent the keywords are in the website, how important they are within your site with relevance.
  2. Keyword density means the percentage of keywords you used in the page itself to the total number of words in it.

Note: Keyword density must be within 2% to 3 % as recommended by search engine.

3.Keyword placements, there are some placements where the presence of keywords in page is very important to rank in search engine page results.

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