No doubt you've clicked over to the top two or three listed sites, only to find that they have little to do with the topic you're searching for. That's exactly what search engine designers are trying to get away from. It won't give you a good listing. All this means that it's easier than ever for busy business folks to put together a web site that search engines will like. Be sure to include your most important key word.
Some people like to include it twice if they can use it in a logical sentence.
Of course, going too far with search engine tactics can make your site read and look funny. Several search engines put heavy emphasis on your meta information. That's a line in your page's HTML code that gives the engine additional information on the topic of the site and keywords that correspond with what's in the text. Kevin Nunley's Marketing and Advertising Supersite-dozens of articles on marketing, advertising, and media for small business by one of the Net's top writers. You can use this same code.