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Keywords missing from the page.
It happens more than you expect that the keywords people are optimizing a page for, are completely missing.
Please make sure that they are included, preferably in the right order (phrases). The page will not appear in the search results if the keywords are missing.
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Keywords frequency.
Do not stuff your pages with keywords.
The most efficient way to optimize your page is to use normal language and put the words in context.
What makes sense for a human makes sense for the search engine in most cases.
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