If possible, you want to use the core terms and top variations in
headings and sub headings (H1, H2, H3…) on the page. It’s not
absolutely essential that the heading is the first thing on the
page.
Besides the headings, you should also try to work these same terms into the text of
links on the page. This is usually a logical thing anyway, because you should have
two URLs that you’re trying to get ranked for every search term (a first and second
choice) so you can take care of this just by linking them to each other using
keywords.
You may have already done this site structure.
You do NOT need to work every keyword into links. Remember, the phrases you
use in your writing can contain more than one variation of a search term.
headings and sub headings (H1, H2, H3…) on the page. It’s not
absolutely essential that the heading is the first thing on the
page.
Besides the headings, you should also try to work these same terms into the text of
links on the page. This is usually a logical thing anyway, because you should have
two URLs that you’re trying to get ranked for every search term (a first and second
choice) so you can take care of this just by linking them to each other using
keywords.
You may have already done this site structure.
You do NOT need to work every keyword into links. Remember, the phrases you
use in your writing can contain more than one variation of a search term.