Keywords aren’t totally dead in the water — after all, Google still needs some kind of text to figure out what it is your company actually does.

In that sense, you could say that keywords are simply informational tidbits for Google’s analysis, rather than having a quantifiable relationship and impact on your actual rankings.

To this end, the placement of your keywords matters far more than their frequency.

Posting “auto repair shop” once in the title tag of your site and once in the header matters far more than stuffing it five times into the body copy.

Google breaks your site down into key areas, with meta information and headers taking top priority, body copy taking secondary priority, and side bars and footers taking the last priority.

It’s important to have some description for your company in those high-priority areas — the meta data and header — but you shouldn’t necessarily hone in on one specific keyword phrase. Otherwise, your site could grow repetitive, and earn a penalty instead of a high ranking.