Short Desc: one of the main pillars of SEO is ensuring that keywords are used on a website.

Description

Keyword Research is vital for a successful SEO strategy, but knowing the keywords and tracking them in a website ranking tool accomplishes nothing unless you use these keywords in key areas on your website.  Google 'reads' a site to understand it - the frequency of words is one indicator to what a site is all about.  Google also applies 'weight' to words used in high profile areas:

• Webpage Title
• Heading Tags: <H1> <H2> <H2>
• Image ALT tags:  <img src="/image.png" alt="alternate text here" />
• Meta Description:
  <meta name="description" content="120 character description here" />

Keyword Usage

It is important to 'drip' your keywords throughout a page, from the title, down to the H1, in a couple H2 headings and naturally throughout the body copy.

But it is equally important to not have useless headings.  We frequently see headings like:

• About Us
• Why Choose Us
• Our Staff

This text may be important for the reader, so by all means, keep it big in size - but it should never be declared a heading as it instructs google that this is important text - and from a search context it is NOT.

REFERENCES:

TLM Article: https://gettorchlight.com/seo-website-structure/

SEO 

Using Inline Style to maintain the header appearance