There are a lot of considerations, but what’s more important than having the keyword on the page is that you’re matching the users’ intent. This means making sure that the content on your webpage (text, multimedia, lists, etc.) is providing users with what they need.
Ensure your webpage matches user intent better than other webpages ranking for the same keyword.
Identify your audience needs and make sure your webpages address them.
Still having trouble? Revisit your targeted keywords.