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The advice from Google is to write for your readers and to use keywords where they should naturally be used. From memory, seo's recommend something between 3-7% but others may well correct me on this.
I personally try to weave keywords in in a "natural" fashion into h1-h6 tags, alt text, content etc.
For example, if your keyword is "dog" and your picture is of a dog chasing a stick, put your alt text "dog chasing a stick" - don't spam and put "nice dog, friendly dog, large dog, dog chases stick, dog catches stick, dog wants stick, dog, dog, dog ..." In a website I personally did, where one set of keywords were Gascony and chateau, I had a photo of the stone chateau and so used alt text "chateau constructed of Gascony stone" or something similar.
Google "keyword density tools" and use a few of them to check the keyword density of your site.
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