Our users – not Google – are the priority. And they are Google’s priority. Search engines live and die by giving users what they want. They spend millions trying to understand what a person means – not just what they type.
Optimize for users, and you’ll optimize for the Google bots. Don’t shoehorn in multiple variations of a keyword, keyword types, SEO tips, keyword tutorial. It’s awful trying to read and understand that.
Good copy is easy to read and already information-rich.
Don’t labor over location-focused keywords. With structured data (HTML marked up with microdata), we tell the search engines exactly where our hotels are.