Search engines look at different areas of a web page for keyword content. The Page Critic works by analyzing these same areas and calculating various statistics, which are then compared to the statistics for other high ranking pages. Your goal in optimizing a web page is to make your page's statistics match those for high ranking pages as closely as possible.
The area in which the keyword is found plays a key role for many searches. For example, having the keyword in the Title tag on most search engines will give more relevance to the page than the same keyword appearing in the body area.
To rank well generally requires you have keywords in many of the areas in which a search engine looks. The areas that are the most important will vary by search engine.
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