Search engines weight keywords according to their placement on a web page. There are some spots that are more important than others - places where you should always remember to use the most important keywords for each web page.
• Page titles
The Title of your page is the single most important place to have your keywords.
• Headlines
Headlines, the <h1>, <h2> tags, carry more weight than the rest of the text on your pages. This is because text found in Headings usually identifies a particular theme or section of content.
• Body copy
Most people forget this is the most obvious place a search engine looks for relevant content. Common sense you remember? You have to use the keywords in the main viewable text on your web page. This is what the users will actually see, whether human or machine. If the keywords are not on the viewable page, then they should probably not be in any other area of the web page.
• Links
The words that are hyper linked on your web pages are sometimes weighed more heavily than the rest of the words in the main body text. So if you want to rank well for "fishing shop Alaska" you should use that phrase as a Hyperlink somewhere on your page.
• META-tags
META tags should contain the keywords that appear on the page. As a general rule, if it is on the page, include it in the META-tags. However, the page will not rank well on their use alone. You can read more about META-tags in the next section.
• ALT-texts
The ALT-tag is also called "alternative text" and is used to describe images. You can see the text when you move your mouse over an image on a web page (that is, if they have added the ALT-tag). Some search engines read and Index the text in ALT-tags but the weighting given varies from engine to engine.
• And overall search engines tend to weight keywords in the top of your HTML more then in the bottom. So you should try to use your keywords in the first 200 words of your web page.

Once again, always remember to only use keywords that are relevant to each of your web pages. When optimized for fishing trip brazil for your Alaska site, the Visitor will immediately click the back button!