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I was just reading Chris' thread about Better Search Ranking and one of the points was to add two more keywords. I analysed my site with Web CEO and its recommendation was that I had too many instances of a keyword (14 when it suggested I shouldn't have more than 11). What's the right way or is there an optimum number of keywords?
What you are talking about is keyword density.
Basically what percentage of all the text on the page has your keywords.?
This is a variable that can be tricky.
An often used number is somewhere between 6-10% keyword density.
That said, I have seen some sites/pages get away with a 30% keyword density.
Ultimately, be sure the copy reads well, and that you are writing copy for your visitors, not just SE's... it needs to make sense and not sound spammy
I have my keyword mentioned 14 times in 364 words giving a keyword density of 3.8% which doesn't seem too high.
I usually go for 3% to 7%. I've heard that SE may consider both more than 7% and 9% keyword stuffing, so I try to play it safe. I work at getting high density for a primary keyword and a minimum of 3% for a secondary one.
Definitely better to play it safe... than be sorry