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I recently found this video and found it very helpful, (I have no affiliation with them) SEO has dramatically changed in the last few years thanks to recent updates and machine learning. Putting your keyword once per 100 words and in the title and subheaders mixed with LSI keywords is not enough anymore. It is important to write for your audience and get that social interaction on your content. These signals are becoming increasingly important and will continue to do so in the future.