Creating Optimized Content - Readability is just...
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Readability is just as important for two reasons: you want to make content your user can read easily, and you really don't want the search engines to pick up the site as spam. So let's say a site is optimized for "Lakefront Property":
Lakefront property Lakefront Property Lakefront Property by Super Duper Land Company, etc.
No one wants to read that garbage, and search engines don't like to crawl it either. They take one look at it and throw it into the spam-keyword-spewing bin which is very far from top SERPs.
So on top of keyword density, particular attention must be put into how far apart keywords are. I wouldn't put the same keyword in the same sentence, because it would probably sound like spam.
Keyword Prominence is how important the keyword looks on the page. The closer to the top of the page the keyword is the more important the crawler will think it is to your site. So, for example:
Our Michigan Lakefront Property is the most beautiful land...
Will be seen as more prominent, and thus more important than something like
Blah blah blah so come see our Michigan Lakefront Property.
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