George Peirson explains in his article, “The Five Ways You Should Be Using Keywords,” how and where to use keywords once you have compiled a list of them.
“In general you can use from 60 to 115 characters in a Title Tag. The Tag can include the company name, especially if it is a well known company, and should include your most important keywords.”
“The keywords should be separated by a comma. Put more specific keywords first then put the less important and general keywords later on. Search engines no longer pay attention to the case of a keyword, so the keywords can all be lower case.”
“This brings us to the main place to use your keywords, the body copy on the page, the text that your visitors are reading when they visit your site. The major search engines will no longer give you a top placement just for having the most instances of a particular keyword on your page.”