said 6 months ago:
@david-easter That has been debated for quite some time. Keyword match relevance is aways high when your phrase, say “san diego pest control” is in the <title>, the <meta description> the <meta keywords> and in the <h1> title on the page. Used to be touted that that was the ideal method. Now??? Do a search for your keyword you are trying to market. The <title> and the <meta description> is showing in the Google search. How often are you seeing this “trifecta” match in actual SERPs? It’s rare.
Reason is: It was over used and now deep inside either Panda or Penguin algorithms. IMHO. Try a variety of things using the keywords in various ways.