Once you have your ideal key phrase, make sure it appears in strategic places on your website. These places are meta titles, meta descriptions, headings, lists, and alternative descriptions for images. When editing your website, you need to remember that over-optimizing is as bad as no optimizing at all. The number of times you use a key phrase depends on the length of the text on your web page. For a regular web page with more than 300 words, a key phrase has to be mentioned from 5 to 8 times.