Having the right URLs (with words and kewords instead of numbers like domain-name.com/enter-cateory-name/ istead of domain-name.com?category=5&id=41 for example) and the important elements filled in (metadescription and the other meta tags are important) are also important after adding the right content (with enough keywords, headers and subheaders, internal and external links, images and videos) on each page.
Those keywords should appear in the article text, in headers, in title and in URL, all in the right proportions (all natural). What do you think it's more readable, a good written article with the desired subject and the good keywords in it or an article with only a few words (the selected keyword) written again and again a few hundred times?
And don't forget to do your research. Keyword is a relevant keyword when SEO is involved and your subject have at least one word that's relevant enough to use it as keyword. Where you use it in your articles and your website is your decision but consider this article and use it using your head to think and your fingers to write it.
