There's another reason the writer of your content needs knows what they're talking about: latent semantic indexing (LSI). Without being too nerdy or technical latent semantic indexing is a way to "identify patterns in the relationships between the terms and concepts contained in a collection of text."
So, what that means is that search engines can now find patterns and keywords related to your content that you might not have even mentioned. If you're writing an article that mentions apples, peaches, oranges, grapes, and melons you can potentially rank for keywords like fruit that you might not have even mentioned on the page. The LSI algorithm can find common themes and relationships between the words on your page and rank you for all kinds of semantically equivalent keywords.
This technology completely squashes the need to repeat keywords over and over again to get more attention for them. It actually finds MORE keywords that your page is related to without you doing any extra work. Someone that is writing about a topic they are comfortable with uses all kinds of LSI keywords naturally when they write. They use acronyms, jargon, phrases and keywords related to the niche naturally without trying to hit some made up percentage of keyword usage. All of these great words and phrases that someone wouldn't know if they weren't truly passionate about the topic would be left out, so do this part the right way the first time.
By using LSI keywords you're creating a wide net of keyword possibilities instead of trying to rank for solely one or two keywords. Search engines are getting very good at rewarding well planned, quality content over spammy over optimized articles. Most people don’t know that 20‐25% of all searches on Google have never been searched before. By picking up traffic for a spread of keyword variations you’re qualifying yourself for all that long tail and new search term traffic.
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