Keywords will not improve your page rank. There are other factors that websites have to adhere to in order to get good rankings; a keyword helps your page be categorized after being indexed, like we previously mentioned.
So where do keywords need to be in content?
- Title of content
- Document name
- H1, H2, H3 headings
- image names
- Image ALT tags
- Image captions
- Meta description tags (despite claims to the contrary)