From a few searches I did of what is ranking currently. I noticed that the keyword is on the page content 2-3 times. Not really anything more than 4 times.
When I went to my website I noticed that my keyword or a variation of the keyword was on the homepage 8 times. This could be a reason why my website fell off into page 7-9. I changed the amount of times the keyword was displayed to 3 times and there has been no increase in ranking yet
Make sure your navigation is good, easy and clean and you have only important links to category pages linked sitewide. No need to link crap pages on main homepage or sidewide.
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