When you choose keywords to use you are ready to write content of your web site. Well it is simple. Write content for humans. The content has to be of good quality and written for humans. This is the most important. In the content include your chosen keywords but build them into content naturally. Try to use normal logic. Search engine needs possibility to conclude what is the site about but does not like when it finds the same keyword (or keywords set) 10 times in 2 sentences.
So more or less, when writing content concentrate on the quality of the content and write it in a way that it is helpful for your readers. Give your readers reason to visit your web site again.
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