Use keywords and phrases in your headings and text

When you have determined the best keywords and phrases for your page, be sure to include them in the headlines, subheads, text and links on the page. Major search engines will be looking for matches to the terms people use.

The engines will be looking hard at your main headings and opening paragraph (that's where they want to find those words). In other words, if you don't get straight to the point then you're likely to move down in searchability rating.