Content Optimization
There is much confusion about what the keyword density for maximum search engine is not the same as for someone else. Chasing the density of one may very well destroy your efforts on another. The best way is to write the content, in view of visitors, not search engines.
It is also possible to get good public relations and higher position in SERP by using unethical methods, such as hidden text, font sizes very small and other tactics that basically hide text of a visitor directly, but remember such a ranking is only for short base when you notice that you are definitely going to be thrown in research, and these will certainly create a bad impression about you or your company in the minds of visitors and search engines.