You’ve probably heard keyword stuffing is wrong, and yes—you don’t want to throw in keywords unnaturally. But in general, your targeted keyword you are optimizing a page for should appear in the title, in the first paragraph of the intro, an H2, if you can manage it (ideally in the form of a question!), and sporadically throughout the rest of your post. For reference, “SEO Keywords” is the H2 of this section, while the questions themselves are H3’s.