Compar, thank you for your replay.
We are new in SEO, but I have already read most of the content versus backlinks discussions. And I decided to go for both for now and for links from content related pages later. I have asked on keywords density to save time with content optimisation.
Quote:
The first thing we have to acknowledge is that keyword density assumes that the SEs read the page and index it in the SERPs based on content.
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But put a common, frequently searched for, expression on your page 20 times and it will never get you into the SERPs.
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This may not necessary mean that Google does not index your page for this popular term. Perhaps, it is too deep in the index to be shown.
This is an important problem. Studies aimed on testing Google behaviour use rare keywords. They would be useless, if Google treats popular and rare terms in a different way.