Question about keywords

If I try to rank for "dentist london", does it matter if I say "dentist IN london" a lot on my website or not?

Ofcourse it matter.

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Big_0n3 said:

Ofcourse it matter.

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I thought google ignored "in" when followed by a placename? How on earth can you create natural looking content when you're trying to rank for "dentist london"? My H1 is "how to find a dentist in london". So I should change this to "how to find a dentist london"?

I have experimented with variations using the H tags.
But more for the location. ie H1 - Dentist London, H2 - London Dentist.
As far as the "in" goes. I only include it or use it when it sounds natural. Stuffing the word "in" into your text will likely lower how much time people spend reading your website; increasing the bounce rate and decreasing the time on site and individual page visits.

PS your H tags should be little more than the keywords themselves and you want to avoid long-tailed keywords

How many times should you mention the same key word or phrase on a site for it to be real effective?

In is a stop word, when user enter a query dentist in London, Google looks for pages with dentist London. It simply ignores stop words.

Yes, unfortunately Google does pay attention to the "in". More so than it does to punctuation in between the words "dentist" and "London" - so what I tend to do in these situations is have one sentence end with "dentist" and the next begin with London"

e.g. "...you always want to be sure you have the best dentist. London is full of options..."

Or if I can manage it, a comma in between the words is almost better, so I would be saying something like "...if you are looking for a trustworthy dentist, London has more than enough options.". In fact, that sentence reads OK without the comma. As for your H1, if you make it "How To Find A Dentist: London" then it looks more natural than without the colon, but still works.