On-page SEO is critical because it gives search engines an informative snapshot of each Web page—and of your site as a whole.

"Think of these signals like the dust jacket of a book," writes Tom Pick at the Webbiquity blog. "[Y]ou can discern quite a bit about what a book is about just by the cover, promotional blurbs and table of contents."

Pick offers a helpful primer on eight ways to incorporate key phrases on-page, and where to put them. Here are four:

Body Text. Use your key phrase no more than twice in a content-heavy page. Excessive repetition looks unnatural to the human eye and search engines might actually ding you for keyword stuffing. Feel free, however, to add synonymous phrases to the mix—for instance, records management system and RM software—where they would naturally appear.

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