If your target keyword is present in the page's body, the page stands a better chance of high rankings. For greater impact, place keywords towards the beginning of your page.
You can use keywords without any additional tags on the page, or put your target search terms in tags like H1, H2-H6, Bold, Italic or Link anchor. Such tags are also part of your page's body and should be attended to during its optimisation.
Also try to make the page's content not only keyword-rich, but also appealing to human visitors: maintain a logical structure, use headings and bullet points, add visuals and other multi-media content.
